19IDEAS - Passing The Torch
One of my final projects working wth this agency was its rebrand. It was a fitting way to conclude my time working alongside so many great people. The least I could do was create a mark which would represent them well in the years to come.
Lineage
When renovating a house you only need to knock down a few walls. You don't need to rip up the foundation. I wanted to create the next evolutionary step for this logo, where some semblance of the past should be retained. The first question that came to mind was "what should we salvage?" With an agency that supplies a myriad of services, the speech bubble, albeit a bit on the nose, is a great way to represent communication. With some refinement, the creation of the new bubble had taken shape. Much like the previous incarnation, the speech bubble was used as a way to integrate numbers and mark into a single entity. I felt that even though logo appeared more professional and mature, the asymmetrical nature of the form still spoke of the youth and fun within the agency. Though the mark and font are quite different from one another, I felt that the mark needed a condensed font to pair with it. Not only does it fit well underneath the logo, it also mirrors the negative space within. Coincidentally we joked that each component reflected one of the owners; one being calculating and clean cut, while the other has an unavoidable personality and energy.
Palette
The previous brand utilized a palette that was pretty much a rainbow (well.... if 19 colors were in a rainbow). Previously in the year we reduced the amount of colors, but with the rebrand afoot we reigned it to 3. When discussions arose about having a more mature / professional look, I immediately fell in love with the idea of a dark on dark color treatment. The two purple-blues placed atop another is subtle and yearns to be the target for various printing treatments. The green is a tertiary color used for contrast and a little bit of palette flexibility.
