Brighter, bolder, better. The new brand expresses elements of motion within the logo and beyond. The graphic universe comprises a series of ‘squiggles’ that represent motion paths: a line that visualises the journey an object takes when animated.
The brand has been stripped right back to a clean, minimal palette of colours that include warm, welcoming neutral tones, as well as more surprising and fun tints of green, orange and yellow. Appreciating that the brand will exist in the digital space and only rarely printed, we have considered low energy consumption in our design choices too. Using screen-friendly colours, contrast, and a majority dark grey background across the website pages means it will work efficiently with the rising number of OLED displays. We've also updated our font families to be more friendly with some character variations that represent our desire to appeal to both the corporate and design industries.
The main driver for the design was to incorporate movement into the brand even in static form because we love all things motion. This is the first time we’ve taken a step back and considered the brand holistically as a representation of what we do and love. We’re a design and motion studio so we wanted all aspects of the brand including our logo to feel like they have been created through movement.
As we enter our 10th year, we wanted an authentic look that meets us where we are today. Co-Founder and Studio Director Chloe Flexman says:
“We spent our first years building our portfolio and reputation; refining what we do and how we do it. We’ve then spent the last two years concentrating on why we do it and how we can create a bigger and longer-lasting impact through the business. Part of this continual striving for improvement is why we wanted to evolve the brand - to better reflect who we are as a team and a studio. It’s not really about creating a new identity, but about revealing our true identity.”
Brand Launch Video →
