We loved the playful variety and uniqueness of our identity but wanted to update it, bringing cohesion and sophistication to how we present ourselves. With a new studio location and expanding team it was a good time for change.
The previous identity had over 50 logos to choose from, but this time we wanted to keep it simple and work with one, unique mark. The logotype was created from a tweaked version of Hoefler & Frere-Jone’s Knockout complemented with a simple underline.
Our new location – an old, converted school on London’s Hoxton Square – was taken as a start point. We wanted to re-appropriate the colours of school notebooks from the 70s and 80s, and so decided to use Fedrigoni’s high-quality Woodstock range. Not wanting to completely dispose of the old identity’s concept of variety, we selected four colours to contrast with the new, simplified logo and provide standout from the sea of black, white and grey business cards out there.
To further convey a premium look and feel, business cards were duplexed to 480gsm with the logo foiled in black on one-side for extra standout.