The ask was to create their identity as well as 'refresh' their existing logo. Using the Milpark square (logo shape) as our starting point - we relooked the ‘traditionally rigid’ square to become an instrument of flexibility. We created a collection of graphic elements which captures the potential of a square - being more than just straight, rigid lines. Its ability to adapt and grow in size and shape, yet still equate stability, speaks to the Milpark brand. The collection ranges from various two-dimensional to three-dimensional shapes - each one designed to bring a sense of dynamic movement and growth to any layout. This simple, bold and contemporary graphic language became an effortless visual representation of what Milpark stands for.
We simplified the square into one/two flexible, dynamic lines which have the freedom to move up and down to work with any content.
The result is a vibrant yet simple design tool that is adaptable enough to accommodate both imagery and text in various types of layouts.