Creating a new identity system for a known brand poses a myriad of challenges. Beyond modernizing the look and feel, we wanted to create a flexible system that would address, facilitate and support the development of new products and services as well as leverage the recognizability and the strengths of the existing brand.

The brand refresh introduced subtle refinements to the logotype and typeface, color palette, visual language, photo library and overall brand architecture.

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  • Categories: Strategy, Identity, Visual Language logo logo refresh

De-coupling the icon and logotype from the original logo was the first step in creating a flexible system that allows to extend its brand into a range of ancillary products and applications.