STUDIO BANANA REBRAND, 2017
Studio Banana (London, Lausanne and Madrid based multidisciplinary studio) decided that its 10 years anniversary deserved much more than a simple brand refresh but a complete and thorough rebranding. Being supervised by Alex Barona (Studio Banana's partner) I created their brand new identity from scratch, including different tasks such a complete competency analysis, identify their brand values or testing more than 40 different typefaces.
It is right in front of you, speaking for itself. They new visual identity is direct, timeless and adaptable. It strengthens our 5 brand values: innovation, multidisciplinarity, quality, emotion and rationality. The sober use of black and white transmits honesty and solidity. The self-evident white space suggests the multiple possibilities of a blank page and brings openness to a wide variety of business areas.
Studio Banana’s values of sobriety, quality and rationality are all contained in the typography chosen for our rebranding, Suisse BP (Swiss Typefaces), is a transition from Helvetica, the font they've used in their previous identity. Suisse BP is a less rigid and friendlier take on the tradition of swiss typography.
Studio Banana’s unique spirit comes from the distinctive combination of rationality and emotion. They're are reason, logic and brains but also mystery, passion and imagination. This is where they're symbol comes to the front. A parenthesis, a pure abstraction of a banana that brings surprise and curiosity to the viewer. Even doubt. It strikes up conversations. Is it a parenthesis? A smile? Maybe a fruit?
This deliberate ambiguity comes from the very core of our exploring and heterogeneous souls. Enigma opens the door to multiple readings and interpretations. Using a glyph as universal as a parenthesis and made it a symbol, infusing it with a new identity: it represents they're capacity to decipher complex challenges and come up with apparently simple solutions.
From now on, whenever you look at it, it will always contain a banana.