Archive: Rebrand

By Elliot Jay Stocks

It’s been a while, hasn’t it? Sorry guys – we’ve been so busy! The rebranding is now heading towards its very exciting conclusion and we’re going to show you where we’re at…

Part 11a:

Part 11b:

We’ll be back in a couple of days’ time with more (perhaps the final) updates, so stay tuned!

By Elliot Jay Stocks

Everyone liked the direction I started to explore with the ideas you can see at the end of the last post; the bolder, more immediate direction was starting to remain legible and recognisable at smaller sizes, and it was less ‘fussy’ than the more insignia-like ideas. However, a couple of the guys thought that the insignia idea hadn’t really been explored fully yet, so I returned to using a more prominent flourish and attempted to wrap the whole thing in a more visible ‘shape’.

I wanted to keep the decoration to a minimum because I felt that too much of it would simply push the logo towards something too antiquated; it was all about getting the balance right and evoking a sense of classic cool blended with forward-thinking modernity.

In an attempt to reference the ‘home-made’ approach, I carried forward the brush idea from the previous designs and I think this mix of the three elements – the modern type, the classic flourish, and the hand-made paint – has really started to form the strongest ideas so far.

Continue reading to check out the images. As always, you can see the full-size versions on our Flickr account.

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By Elliot Jay Stocks

Sorry for the shortage in blog posts recently, everyone; let me get you up to speed with the development of our new identity.

The insigia examples went down a treat and I think we all learnt a lot about the elements we wanted to include and those we wanted to avoid. In essence, we wanted to avoid the old fashioned, coat-of-arms kind of look. At the same time, we wanted the logo to appear modern without looking like we’re trying to be futuristic.

With the team hungry to see something bold, I returned to Illustrator and picked out a few font options I thought it might be worth pursuing. After narrowing down the fonts, I did a quick bit of kerning on each one and printed out a few copies. I then headed down to the river for a bit of quiet time away from the computer and began to sketch over the print-outs…

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