Goodby Iipped its logo
Out of context: Reply #27
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Brief Explanation:
From the very beginning, the agency always used the building they were housed in as its identity. As it has grown and is now in multiple buildings and cities, this solution no longer was relevant, but the classic quality of those past identities needed to still play a part in the new identity. That fundamental passion for craft and design is a foundation of the agency. There had to be a sense of the old and the new in the design.Describe the brief from the client:
The goal was to create a new identity for the agency that would signal a new era. The design needed to work in static form as well as in motion, and ideally it should capitalise on the shorthand name for the agency: GSP.Description of how you arrived at the final design:
After playing around with various renditions of the letterforms - from modern typography to more genre-specific - we arrived at a solution that was born out of classic monograms. The forms are purposely somewhat rough, in reference to hand-drawn type. But we have stripped out secondary decorative elements so it has a more modern, austere feel.Indication of how successful the outcome was in the market:
The audience is both internal and external. Everyone has embraced the new identity, and it is being implemented in all agency materials.