100 solid and profound ideas in brand identity
Over the years of collecting material about brand identity, I realized how difficult it is to create a design that is pleasing to the eye and carries a deep meaning. So that the projects are not just beautiful pictures but whole stories that convey emotions and meaningful ideas. Therefore, I am proud to present a unique selection of ideas created by talented designers who succeeded!
Here are 100 powerful ideas for your admiration and inspiration!
Data-driven
The identity of the Change festival from Studio Mistaker
Change is a festival dedicated to architecture and climate change. It is a place to share ideas and establish connections between architects, universities, and people. Data is a tool for measuring changes. That’s why the identity has a system based on variable data, which allows us to show all changes and their impact on our daily lives using an easily understood visual structure using colours. It’s also good that we use different colours for each area and that the font reflects changes in statistics as well.
The identity of the Into The Great Wide Open (ITGWO) festival from CLEVER°FRANKE in collaboration with Studio Bas Koopmans
CLEVER°FRANKE together with Studio Bas Koopmans created the identity and posters for The Into Great Wide Open music festival based on weather data from Vlieland Island (the location of the festival). The weather generator was used to add data on temperature, water levels, time, and wind, creating a collection of images that became the basis for the posters and festival identity.
The Sun source identity from the Moloko creative agency
The entire American Sun is in one logo for Sun Source, a company that sells and installs solar panels. The logo includes statistics on the number of sunny days in each state during the year and how long it takes to get from sunrise to sunset (an average for the whole year). I like how the logo is based on real facts, and it could even change on the web depending on updates (once a year). The lines are rays that provide an excellent opportunity for visualization.
Minimalism and cleanliness
The identity of Vikelas Architects from AG agency
Vikelas Architects is one of Greece’s most important architectural and design bureaus.
The task was to create a corporate identity reflecting the bureau’s reputation and long-term presence in the market. The result was an identity with a “timeless character.”
The logo is a ten-story building created using the architect’s name, a verbal sign with symmetry, and a vertical structure. The font system provides perfect flexibility, allowing you to adapt the concept to any possible design needs and applications, always keeping the work of architects in the foreground. Minimalistic and really timeless.
The identity of the Helios Publishing House from the Omsky studio
In ancient Greek mythology, Helios is the god and personification of the Sun. So, like a ray of light, books “shed light” on knowledge.
The Omsky studio was inspired by this, creating an identity for the Helios Publishing House. The minimalistic symbol combines both images: the Sun and an open book with pages. At the same time, it is interesting to unfold in dynamics, allowing you to “adjust” the angle of the forthcoming book and create variability in the logo.
The identity of Three Girls from the agency 大庆 Daqing
The identity of the curtain store is Three Girls. The inspiration for the creation of the visual system was the Chinese character «三», which combines such meanings as “time, landscape, and vibration.”
Thanks to the use of color and minimal elements, without flashy shapes, a warm and pleasant perception of the brand is created, and a feeling that resembles those small, sincere, and pleasantly surprising moments of life is expressed in the free composition of all elements of style.
SABBIE street food identity from K2 Design agency
SUBBIE is a street food with a minimalistic, memorable design. Because of this sloppiness, the very style of street food is felt, where everything needs to be done quickly. And there is absolutely no time for packaging, so let’s just draw what’s inside with a pen.
The identity of the Historic Atlantic from the Pape agency
The Pape team has created an exciting and minimalistic identity, including a logo, posters, business cards, colorful stickers, and shoppers for Historic Atlantic, a community of owners and drivers of historic Formula Atlantic cars.
The logo was changed and shortened to a single letter A, which simultaneously has a gap as if symbolizing the letter H, which is present in the name.
Helgeland identity from the By north agency
The Helgeland Museum needed a fresh and modern visual identity to honor its rich history and cultural heritage and attract a modern audience.
For this purpose, a flexible branding system has been developed that organically combines tradition with innovation. The new style is anchored by a redesigned version of the ancient rock carvings “Skiløperen” from Tro in Nordland. This powerful symbol embodies the museum’s mission — to revive the past and connect it with the present and the future. The visual style organically combines the shapes and lines of the carvings with a clean and minimalistic design, reflecting the museum’s unique combination of nature and culture. The system also allows you to combine several departments and collections within the museum.
Micro V identity from CH_LAB DESIGN STUDIO
Micro V is a new brand specializing in cleaning and cat care products.
Based on the brand’s concept of “cleanliness can be closer,” Micro V draws attention to the problems with cleaning cats in various situations and helps pet owners care for their furry.
The logo itself is playful and seemingly alive, resembling the silhouette of a cat and its various poses. At the same time, the identity is made in a minimalistic style with pleasant-looking colors, focusing mainly on an exciting logo.
The identity of the Nue Co cosmetics brand by Made thought agency
The Nue Co cosmetic brand stands for inner well-being, simplicity, fewer ingredients, less design, and less noise.
To do this, it was necessary to reflect their scientific and minimalistic approach of the company to their business.
As a result, visual communication was developed based on science and how the product works but formulated through the prism of narrative and the reflection of elements that highlight essential information. To maintain this mood, reassuringly clean fonts and lines were used.
The Upstream identity from designer Min Hui Hu
Upstream is a swimming club located in Xiamen, China.
The inspiration for the identity was drawn from the feeling of “distance” that people experience due to differences in swimming speed.
Based on this, the designer Min Hui Hu created a dynamic logo that reflects different distances and swimming speeds. This principle is further applied throughout the visual system. In addition to the distance, the bend symbolizes a floating person and a kind of wave — it looks excellent and minimalistic.
Nostalgia
Byte identity from the Cast Iron Design agency
Byte is a vegan bar brand that helps burn fat and boost metabolism by providing energy. As a new entrant in the oversaturated snack market, the company needed to break away from the stereotype of a “crunchy granola bar” aesthetic.
The resulting visual approach captures the freedom-loving spirit of different generations, thanks to the psychedelic shapes of the 1960s and the bright colors of the 1980s and early 1990s. The mouth element, in particular, adds a unique touch — the letters in the logo evoke images of teeth.
The identity of the family history center in Tula from the Esh gruppa agency
The Tula Family History Center in Tulsa, from the Esh Gruppa agency, is the first museum dedicated to inspiring visitors to explore their family history. The purpose of this museum is to contribute to Tulsa’s cultural landscape and become one of the most significant places for studying family archives.
Retro photo albums have been the primary visual representation of the museum’s identity. When designing graphic elements, we drew inspiration from the most recognizable features of these albums, such as the corners that hold the photos in place and the various forms of handwritten text and cut-out images. Tiny imperfections like these are the most meaningful because they tell stories.
The Minute Maid identity from Grey, VMLY&R and Landor & Fitch agencies
The Minute Maid brand, from Grey, VMLY&R, and Landor & Fitch, has changed its previous identity to create a more approachable image. This new combination of retro-style signatures and flat graphics with a playful atmosphere is what the updated logo brings.
The new logo replaces the sharp serifs used throughout the brand’s history with a complete and curved text mark that ends softly. The curved lines in the logo playfully recall the splashes of juice that consumers associate with the brand.
Grey & VMLY&R and Landor & Fitch agencies
Territorial identity
Identity for Seattle Southside from agency 123W
Regional branding for the South Side of Seattle from 123W: The main goal was to attract tourists. To do this, we created “endless micro-adventures” instead of focusing on a single main attraction.
The identity is versatile, allowing you to adapt and try different things to create new images, supporting the basic idea. The colors themselves are playful and attention-grabbing. At the same time, the three colors represent the three main cities in the region.
Identity for the city of Montelimar from the Hula Hoop agency
Branding of Montelimar City. The arches seen in many historical buildings in the city were used as a basis for branding. It was enough to change the letters “M” to create a full-featured, easy, and straightforward logo.
One interesting fact about Montelimar is that the French President, Emile Loubet, was born there.
I have specially organized the photos in the same manner as in the case of the Hula Hoop agency so that you can see the evolution of branding as you go from photo to photo.
Identity for the municipality of Land van Kuyk from the agency Di-visie branding studio
In 2022, several towns and villages in the Dutch province of North Brabant merged to form the new municipality of Land van Kuyk. The square and curly brackets in the logo and identity design symbolize this merger. The overall image also includes subtle graphic hints of the region’s flags.
This metaphorical fusion between the past and present is evident in the design. At the same time, the simplicity of the coat of arms in the logo symbolizes something new, as it is not yet filled with anything.
Identity for Florentia Village from DCO agency
For the love of making
Florentia Village is a secret in North London. A community of modern manufacturers has gathered in this courtyard of industrial buildings. To celebrate this growing group of craftsmen, the DHCP agency has created a corporate identity in an industrial style, combining bolts, hinges, stamps, and other working accessories to show the process of crafting and manufacturing. The palette includes high-contrast photos and monotonous textures, which reference the area’s bulletin boards.
Identity for Zurich from Marcus craft agency
The branding of Zurich is both restrained and confident, just like the Swiss design itself. There are no hundred colors here, just the rigor of Helvetica.
At the heart of the concept lies the word “Zurich” in the original Max Miedinger font Helvetica, which he designed back in 1956/1957 in Zurich.
Whenever the inscription “Zürich, Switzerland” appears in a message, it is like a bold statement that is hard to argue. When creating the color palette for the brand, designers were inspired by the city and borrowed colors from the Zurich tram lines for the corporate identity.
Identity for the City of Klaipėda, Lithuania: The Critical Agency’s View
What exactly is the visual identity of a city — lines, colors, or structures? Perhaps it’s the language of the people who call that place home? All these elements contribute to the unique identity of the Lithuanian city Klaipėda.
The city’s visual identity is inspired by the silhouettes of its coastal landscape, the city’s coat of arms, and its seal. The colors used in the city’s branding reflect its natural surroundings as much as they can, and the patterns create a sense of rhythm. The silhouettes of Klaipėda’s coastline are clearly visible in the design.
The emphasis on the line
Identity for the Himalayan motorcycle from DROGA5 agency
The Himalayan Motorcycle from Royal Enfield is designed with the unpredictable nature of the Himalayas in mind. The new identity for this sub-brand is inspired by the “change the plan” mindset required when traversing mountains.
One key element of this identity is the visual language, which varies as unpredictably as the journey through the mountains, where you must move from one point to another. This allows the brand to reflect its flexibility in different visualizations, conveying the same message to different audiences differently.
The identity for the conference from the Garbett design studio
Garbett Design Studio, based in Sydney, has created a corporate identity for this conference that explores the role of architects as creators of environments and connections outside of traditional practice.
This was communicated visually and dynamically through print and online media, using handmade details and an alphabetic matrix. The bright knots and black lines in the logo, the animation resembling a mechanical construction, the placement of dots and dots, and the stitched, laser-etched, and cut plastic elements allow the overall concept to be highlighted and given a communicative depth.
It is also worth noting how the digital experience and the machined parts are well-combined, as are the hand-finished static and dynamic elements.
The identity of the Whitney Museum of American Art is from the Experimental Jet Set Studio
The previous identity for the Whitney Museum of American Art was created at Pentagram. It seems that nothing can be changed now. However, in 2013, the museum decided it was time for a change, and they developed a new logo that still looks incredibly stylish and exciting with its dynamic and successful multifunctional design.
The zigzag, or the letter “W,” was created in Amsterdam at an experimental jet-set studio. This visual image highlights the complexity of art history and becomes a metaphor for the heartbeat of New York City. The zigzag symbolizes the connection between the past and future and moving forward.
The logo is quickly transformed and creates endless options with paintings from the museum collection. Posters, merch, the design of the museum’s library of paintings — for all this, zigzag becomes an ideal visual addition.
Identity for Arcadia Data by Casey Martin Design
The identity of Arcadia Data is that of a company that analyses large amounts of data and presents them in a clear, visually appealing format. The company’s corporate identity is inspired by the letter “A,” which transforms into various graph designs that we see when working with numerical data.
Identity for the architectural studio MOAA Architects
Identity for the architectural studio, MOAA Architects, from New Zealand. Their logo, designed to fit any format, is a sleek, even somewhat architectural, visual solution. The graphic element from the logo can remind you of buildings, city blocks, or piles on a city map, perfectly combining with the idea of an architectural firm.
Dynamic identity
Identity for Chassie from the Center agency
Chassie Furniture is a family-owned furniture business based in the Bronx that manufactures unique desk tables for a new world in which home offices are the norm. Each desk is made manually and using a machine according to each customer’s specifications. The geometry of their CNC key machine prompted him to create custom typography for them, just like them. The inspiration for their identity was found in Armin Hofmann’s Graphic Design Manual from 1965: Principles and Practice. This manual inspired a bold and geometric style with sharp corners and clear lines that look spectacular and connect to the mounting plates of CNC milling machines, a staple at Chassie’s carpentry workshop.
Center agency
Identity for the Miora district from the Moloko creative agency
Branding is not just in a city but in an entire Miora district. At the creative agency Moloko, we have created a whole identity system that works well thanks to dynamic identity. We identified one style-forming element — a cranberry leaf, and several supporting elements, which allowed us to translate the brand’s main features into the iconic form: migratory cranes, marshes, wild cranberries, and architectural symbols. All this has developed into a modular design system based on which visual images in the form of icons were created, with the help of which it is possible to identify iconic locations in the Miora area. As a result, we have a tool that allows you to create hundreds or even thousands of identities for places in the area, and they will all be in the same style.
Identity for a Kaunas 2022 European Capital of Culture from Acid agency
Kaunas 2022 — the European Capital of Culture — is a six-year-long project to promote the cultural significance of Lithuania’s capital city, Kaunas. To ensure its visual identity remains relevant for the long haul, Acid Agency has made the logo open for future changes, allowing it to be rethought and combined with other elements. This approach ensures that the logo remains accessible to the community, future creators, and those who shape the city’s identity.
The Kaunas City Logo is a clever combination of the letters «Kaunas,» «сulture,» «сapital,» and «confluence» and is adaptive and dynamic, making it a versatile and timeless design.
Identity for the Hay Festival charitable, cultural organization from the Edit agency
Founded in the Welsh town of Hay-on-Wye in 1987, the Hay Festival is a charitable, cultural organization with a new visual style that harks back to its literary roots while emphasizing its global reach. The logo, which rotates at the same angle as the Earth’s axis of rotation, reflects the diverse divisions of the organization. These include festivals, forums, events, digital platforms, and educational programs that the Hay Festival hosts worldwide.
The identity for the 59th Golden Horse Award Ceremony from Bito Studio
The logo of the 59th Golden Horse Award ceremony combined the number 59 with the silhouette of a horse, further expanding the lines and forming a dynamic identity system that was actively used in social media marketing. In the design of the invitation, the logo was “disassembled” into parts while creating contrast through the use of various textures, colors, and brushstrokes. Instagram filters were also used on the invitations, allowing viewers to see the dynamics of the number 59 through a key visual element that rotated in front of them, going beyond the paper. The font was made in various textures, including adhesive tape, water stains, spray paint, damage from boxes, and metal, reflecting the fact that films result from a long and intense creative process.
Identity for insurance companies in the banking sector CTDev from the Moloko creative agency
CTDev develops software for insurance companies in the banking sector. The idea is to use binary code as a key graphical element. Based on the graphical element of the logo, which consists of digits 1 and 0, various patterns have been obtained, which form the main style-forming elements of the identity. There are also customized patterns: employee data is encoded using binary code (first name, last name, position, motto for life, etc.), thus obtaining a unique, customized pattern.
The identity of the Natural History Museum by Bleed
The Natural History Museum, part of the University of Oslo, consists of a botanical garden and a museum in the oven area. For over 200 years, the museum has engaged in the development of natural science.
With an extensive collection of exhibits, creating a system was crucial for quickly adapting visual elements to exhibitions, events, or media content. Like all living things, the logo has become an adaptable element. The logo, in the form of the letter “N,” becomes adaptive along with images that complement it, allowing the museum to reflect the diversity of exhibitions and demonstrate diversity through changing images in the logo.
Geometric shapes
The identity of the Ephemeral Laboratory Festival by designer Eric Garcia
The Ephemeral Laboratory is a festival designed to promote new models of sustainable cities across Europe. The event’s identity is based on animated graphics depicting city streets, pathways to a futuristic future, and laboratory “pipelines.” The colorful palette conveys an energetic city’s vibrant and adventurous spirit. An individual modular font has been created for the project, inspired by the windows of a massive block of buildings. This font also reminds us of the infinite number of perspectives, stories, and ways of understanding life in cities.
The identity for the “Observatory of the Future” from the Spin agency
The Observatory of the Future is a research program run by the Design Museum. Launched in 2021, in partnership with the Arts and Humanities Research Council, the program carries out interdisciplinary research into how design can address some of the biggest challenges facing us in the future.
The logo features a double-circle symbol with the name of the organization, “Observatory of the Future,” and resembles eyes or binoculars. This evokes “far-seeing” thinking and a search for new solutions.
Identity for Women’s Health & Family Services from Droga5 agency
Women’s Health and Family Services is a charity that helps women in difficult situations in Tower Hamlet, the most disadvantaged area of the UK. Geometric shapes are a vital part of the logo. Droga5 balances angular edges with circles, which look like they support each other and combine to create new, abstract structures or silhouettes of people. The typeface and tone of voice are simple and direct, and the warm color palette, including peach, crimson, and coral, has been designed to reflect the supportive and inclusive environment this charity has created for its community.
Identity for Fitzjohn’s from the DutchScot agency
Fitzjohn’s is a collection of 29 apartments for people over 60, within walking distance of Hampstead Village. The flats have amenities that rival a 5-star hotel, and each occupies a unique area that is not repeated anywhere else. This is reflected in the variety of the logo, inspired by Hampstead’s rich history of creativity.
The identity of Fitzjohn’s centers around a collection of abstract “works of art,” each strategically placed within the complex to create a unique work of modern art. The typography, layouts, and logo are all inspired by the eclectic street signs of Hampstead, which are unlike any other area.
Identity for Hoffmann Mineral from SERVICEPLAN GERMANY agency
The identity of Hoffman Mineral, a company associated with the construction and production of silica, conveys a serious and stylish image. The minimalistic design system for minerals and materials is based on a pentagonal structure, with bright accent colors emphasizing the innovation and seriousness of the company’s solutions.
Identity for Wrapped
Wrapped is one of the most popular marketing campaigns in the world, created by Spotify. It is a personalized experience for Spotify users who receive their unique monogram, which breaks down what they have been listening to over the years.
The monograms are designed in a grid of 16x16 to make them look complete, despite each one having different combinations of layers. This diversity of forms is a visual reference to the variety of music and people’s individual preferences. Along with a rich color palette and a variety of shapes, Spotify wants to emphasize that everyone is unique, as are their musical preferences.
Identity for Tecrop from the Electric Agency
To create a brand that reflects traditional agriculture and provides innovative technologies to meet the needs of farmers, the agency reimagined the familiar image of “green” farming and created a high-tech, sustainable agrotech company for the future.
The design of Tecrop is based on the shapes and outlines of fields and their depiction on paper and digital maps. The unique landscape, whose boundaries are formed by nature and human activity, is a direct analogy for the brand concept. This brand exists at the intersection between technology and agriculture and has a technical and sustainable image thanks to the square shapes it uses.
Identity for the Centraal Museum in Utrecht by Lesley Moore design studio
The identity for the Central Museum in Utrecht, created by Lesley Moore Design Studio, is striking and memorable. This leading fine arts institution in the Netherlands is in the heart of the country, symbolized by its name and perfectly encapsulated in its design.
The identity centers on a central circle, the focal point for all visual elements. The various names and titles associated with the museum are presented in a way that leads the viewer toward the center as if all roads lead there. This emphasizes the importance of the museum in the cultural landscape of the Netherlands and its central role in fine arts.
Identity for the High Museum in Atlanta
The minimalistic design of the High Museum building in Atlanta has been further simplified for identity purposes. The graphics are designed from different perspectives. This has resulted in a form that can be used for any medium. Shapes serve as guidelines for both the font and visual design. They are universal and can quickly become the basis of images and compositions or serve as contours that add volume.
Identity for DocuSign from Stephen Kelleher Studio
A branded system for DocuSign. The document was chosen as the basis for the system, as it is the most critical content unit that DocuSign deals with. Using a 20 x 28 rectangle, various combinations of images and text can be created for all types of messages.
All images are arranged in a clear and organized structure and complemented by text that enhances the communication. Pay particular attention to the imagery used in certain elements, such as “insight,” “easy,” and “collaboration,” among others.
Eco — orientation
VegNI identity from Jack Renwick Studio agency
VegNI is a collaborative venture created by four Northern Irish farmers. The brand’s positioning and identity center around the idea of “Powerful produce” (with irl.) and its message of the benefits of purchasing local vegetables. This message is intended to encourage consumers to support local agriculture and to contribute positively to their health, economy, community, and environment.
To convey this message effectively, the brand emphasizes its products’ freshness, seasonal availability, and flavor. These aspects are highlighted in simple and minimalistic ways, allowing consumers to easily recognize and appreciate the quality and value of the products they purchase.
The identity of The Wool Pot from the Sea change agency
Once in the landfill, plant pots decompose on average for 450 years. The Wool Pot plant pot, made from 100% New Zealand recycled wool, is an exciting solution to the global plastic and recycling problem.
The Wool Pot brand’s logo can be interpreted as a sheep muzzle or a pot with a plant. The identity has two primary colors in dark and light versions, hinting at a black and white sheep. In general, more plants and less plastic!
Kikin identity from the Koto agency
Kikinis an alternative form of financing that benefits businesses that support people and the environment. The brand is based on the idea of “Moving Together”. By doing good, businesses can expect good things in return. Kikin promotes business growth and a brighter future for everyone.
To reflect this connection with the environment, the brand uses natural-style illustrations. The logo itself is playful, with the dots above the “i” seeming to wink and the abbreviated version resembling a character.
Millbank Farm identity from Jack Renwick Studio agency
The Millbank Farm logo and corporate identity were developed by the Jack Renwick Studio in London. For the visual basis, the team chose… a piece of land. The company that produces these products has been operating in the same field since 1889. Therefore, we can say that they know every inch of their property (this is reflected in their slogan — Experts in Our Fields).
The graphic design was created using aerial photography of County Down’s landscape and linocut techniques to create an image of cultivated soil. The beets, onions, and chicken icons indicate farmers’ local expertise in each product.
The designers emphasized farmers’ connection with their land by using the title letter “M,” which is made up of furrows.
Great attention to fonts
Identity for the residential project “Regenbogen” from SmartHeart agency
“I am modern art”
”I am — Peter”
“I — Regenbogen”
A house with “its own residents” and its manifesto. The Smart Heart creative agency created a brand for the residential project aimed at young residents in St. Petersburg. The main idea is a new, revamped St. Petersburg in which a person becomes part of the city and the project, and the city becomes part of a person’s life. The idea of creating an urban cluster was embodied in bright, accent-rich, orange-colored shapes and a large logo. Through all communications, visuals, style, and history of the location, the agency carried out the idea in the Regenbogen project.
Identity for Orchestra Sinfonica di Milano
The Orchestra Sinfonica di Milano is one of the most significant symphonic institutions in Milan and Italy. Its former name, Alaverdi, was changed primarily to emphasize its deep connection to the city. This new strategy aims to establish an identity that is as universal as music itself. The result of this effort is an identity that conveys both the emotional and contemporary sound of music. Additionally, the minimalistic typeface, interesting shapes, and bright, accented colors contribute to conveying the sound and appearance of modern music.
Identity for Adobe from the White Rabbit Budapest agency
Adopted is a company that aims to raise people’s awareness of the importance of organ and tissue donation. For such a serious organization, the White Rabbit Budapest agency has decided to create a unique typeface based on its entire identity. This font combines eight different styles that complement each other, symbolizing the fact that a single donor can save 8 lives.
Identity for Climatech from the Brand Brothers agency
For Climatech, a typeface was chosen that had been completely developed for the brand. It played on the duality of the letters “C”: one organic and fluid, the other solid and technical. These two elements form a tangible and sensual contrast that gives meaning and uniqueness to the logo, without disturbing its balance.
The letter “C” of Climatech has become the core of their visual identity, manifesting itself through numerous graphic forms. It tells with the help of metaphors about the areas of activity in which the company stands out.
Identity for Big C Charters from Mucho Agency
The rebranding of Big C Charters by Mucho has allowed them to reflect the heights of the company owner in the font, and they have added a little maritime theme to the lettering. The new branding combines both fishing trips and excursions, while specifically avoiding saturated blue as the niche is already too saturated with that color. It’s especially interesting to see the details that have been created using a hook.
ACMI identity from the North agency
An identity for ACMI, Australia’s national museum of screen culture. The grid for the entire visual identity of the brand is based on the image of a square TV screen. The font itself and its dynamism declare that the museum today is bold and modern art, and the developed typography supports “screen history”. The pixel-like functions of the Px Grotesk font create a strong connection with digital foundations of the museum.
Identity for the festival
The famous Norwegian playwright, Henrik Ibsen, wrote his main work, the dramatic play “Peer Gynt”, in 1867. Since then, the play and its annual festival have been celebrated. Today, the festival is recognized by the government as a leading cultural institution, with a wide range of theater, concert, exhibition, and literary seminar programs. The main event of the festival takes place on an open-air mountain lake, where a spectacular theatrical production is presented. This production’s identity is inspired by both the natural beauty of Norway and the location considered to be the birthplace of Peer Gynt. The writing font itself is based on the shape of a log.
Identity for the National Museum of Iceland by Jonsson & Lemacks
The National Museum of Iceland updated its brand’s visuals. The project was led by specialists from Jonsson & Lemacks, and as a result, an excellent font solution was created.
Traditional and modern fonts were combined here with archaic symbols, rock carvings, and other signs that date back thousands of years. This is how the designers captured and emphasized the very essence of the museum’s work — preserving the country’s history and past for present-day visitors.
As a result, the font logo became an independent visual element that seamlessly combines with historical artifacts, such as posters, boards, and even the walls of the museum.
Real-life graphics
Identity for the Museum of Cultural History from Bold
Nordiska Museet was founded in 1873 and is Sweden’s largest museum of cultural history. Its collection has over 1.5 million exhibits, and its new identity, created by the Bold agency, is based on its rich cultural heritage. Every element of its identity is derived from the impressive architecture of the building and its rich graphic archive. The quatrefoil, depicted on the original museum seal, has been improved to become a new brand symbol, and the custom-made font for the title and wordmark is based on original drawings and engravings in the museum building.
Identity for Le Marché Gare from the Grapheine agency
Le Marché Gare is a concert hall in Love with the SMAC label. Graphene Agency was tasked with rethinking the visual identity of the brand. As a result, the architecture of the building became the basis for determining what the new logo would be. The strong lines of the building are isolated and then “squeezed out,” seemingly allowing you to identify the place and maintain formal continuity with the previous logo.
Identity for Norwich Castle by the Click agency
The newly designed logo contains a universally recognizable architectural element, a “battlement,” to create (and protect!) future interest in the castle. The brand system is simple and dynamic and decomposes well into different mediums: from tickets for the castle to advertising posters and navigation signs. The color scheme and the universal font, Franklin Gothic URW, support this simple concept in a flexible and user-friendly manner.
Identity for GUTA from M-N Associates agency
GUTA comes from Vietnamese verbal slang, with “gout/gu” in French and “ta” in Vietnamese. Together, they denote the term “our style.” From the most widespread culture in Saigon, street coffee has become an essential habit in Saigon and among Vietnamese people. They always have a plastic chair, which is small and convenient to install anywhere, to turn into a small coffee shop — this image formed the basis of their identity. The graphics system was based on the letter “A” in the form of an image of an iconic armchair, combined with all surrounding elements. All together, this creates a complete and unique style for GUTA, echoing what the brand originated from.
Identity for Hackney Church from OMSI Agency
Hackney Church is a dynamic and fast-growing church in East London. On the eve of the completion of the church’s restoration, it was important to find a new identity for the church while conveying all its activities. As it is not just a church but also a concert venue, brewery, charity organization, and apiary, the main identity symbol draws inspiration from the large stained-glass windows of the building. The overall image is decomposed into different variations to represent each aspect of the church’s activities. A specially designed grid allows for the adaptation of elements and advertising material.
Identity for the camp exhibition in Copenhagen from the Double agency
The identity of the Copenhagen camp exhibition was created at the Bella Center. The exhibition featured a flexible system of visual representations of camps, and the Double Agency guys were able to focus on nature, which could be seen through the windows of the camps, rather than the name of the exhibition.
Identity for Solbake Bakery by Lung-Hao Ching
Fermented dough is the basis for the identity and the foundation for baking. The color also references the sun and warmth, which additionally makes the concept brighter and more interesting. The shape of the letter “O” in the logo can be found on almost all mediums, except for more elongated forms where it may not be quite appropriate.
Designer Lung-Hao Ching
Identity for the Astrakhan tourism brand
The Astrakhan tourism brand has a nod to the Porto brand, with its own unique characteristics. The main element of its design is the wave (there are many lakes, the Volga and the Caspian Sea, without which it would be incomplete).
The designers have transformed the sign into a linear ornament and then that into a pattern, drawing inspiration from the coat of arms of the city. The coat of arms has elements of a wave and fish scales, but those are just details.
What I liked about the logo is how it can be broken down into different media and become a basic part of a wide range of visual elements. These elements, when combined, form a cohesive visual system.
Designer Rustam Usmanov
Rounded shapes
Identity for the Leibniz cookies by Auge Design agency
The original Leibniz cookies have a simple and distinctive design. Fifty-two “teeth” frame a rectangular field on which the logo is printed in capital letters. This was Herman Olsen’s original design from 1891. In the new brand logo and typography, Auge Design agency decided to keep the original rounded style and literally “bake” the logo into the same way as the cookies. Interestingly, very small changes to the logo gave it a very cool reference to the liver.
The Miami Ad School’s identity
The Miami Ad School’s identity is represented by a fluid “M” and a hard point. This symbol draws a parallel between creativity, chaos, and tension, on the one hand, and rigor and discipline, on the other. The “M” symbolizes how much work done in creative fields is not confined to a specific form. It is always a unique process, a distinct form of thinking, and an unusual way of thinking. The dot, on the other hand, adds balance and creates a connection with the mentors who are always present in creative schools.
The identity of the Lovie Awards from the Bureau for Visual Affairs
The Lovie Awards are a prestigious and the only truly pan-European award given for outstanding achievements in the European Internet field in the fields of culture, technology, and business. For the new image of the Lovie awards, the main symbol of the brand — the “heart” — was modernized and introduced interestingly into the updated logo. And the bright colors themselves emphasize the variety of projects and their backgrounds.
The identity of the Fluffle from the Oddity Studio agency
The design team from Hong Kong discovered that most pet brands rely heavily on illustrations. So they decided to play with typography instead — that’s how the idea for Fluffle, which creates accessories for dogs, was born.
The logo turned out soft, playful, a little cute but sublime and stylish. The silhouettes of pets can be easily read in it. Textured paper, embossing, and colour accents on the packaging are used to reflect the high-quality of genuine leather accessories.
Mascots in identity — revitalizing the brand
The identity of LoveNoobs from Studio Rejane Dal Bello
LoveNoobs is a team of experienced creators of children’s products for all types of childcare for any age. The visual style was inspired by the double “oo” in LoveNoobs, which expresses the wide-open eyes of a new baby — and anyone who is “new” to parenting! Every product, its name, history, and packaging are designed to be unisex but distinctive, presented as a tool that can be used however most useful to the “big beginner” taking care of the “little beginner” :)
The identity of the Chinese coffee shop from the Goo goods design agency
An interesting image has been created for a Chinese coffee shop that makes unusual desserts. The cafe’s corporate identity is based on black and square photos of the famous Kansai product, Senqiu. This has created an exciting and unique character, which harmoniously fits into the institution’s interior.
Goo goods design agency
Identity for the Aicocken clothing brand from Onnff agency
The fresh new image created for Off by the Aicocken clothing brand has turned out to be bright and cheerful due to the rebranding process. This charming brand update places the interests of children first, and it is also characterized by its simplicity, designed to appeal to adults as well.
The logo uses Erica One, which may seem “heavy.” The two curved legs create the impression of an A-shaped object, and the overall shape resembles a slide — a favorite activity for children on playgrounds. Adding eyes with rounded tops adds a “curious” touch, transforming a previously dull logo into a fully-fledged character.
Identity of Royal Armenia coffee
The image of an owl has decorated the packaging of Royal Armenia coffee for many years. This has made the product so recognizable that people call it “Boo” (which means “owl” in Armenian). Therefore, a strategic decision was made to create a sub-brand called “Boo”, using the same name that people have been calling the product for many years. “Boo has also been transformed into a typographic logo. The owl’s design was completely redesigned — it has become the hero of a new packaging concept, and the image has become more playful and fresh. The team has also created two new owl characters for other product lines.
Identity of rSIM by Studio Blackburn
The green color and the very concept of the identity were inspired by power buttons and lightbulbs — these functions are used in a variety of technologies. Using expressive animations, bold typography, and animation the SIM card, a corporate identity has been created that will clearly stand out in the “sterile” B2B environment. There is also an interesting technique for making a character with their own unique character and personality from an empty and lifeless technology.
The identity of Demasié from the Mucho agency
The project of the Macho agency was branding and packaging for Demasié, a Barcelona-based confectionery company that specializes in the preparation and sale of cookies, donuts, and cinnamon rolls. I like the packaging more than the identity, which has become popular and increased brand recognition. Each package features a unique visual image that reflects the product’s characteristics, from a glass bottle that says “hot” to a box that looks like it “eats” cookies when opened. The characters in the packages have become popular social media influencers, promoting the new confectionary on social networks and, most notably, Instagram.
Gaki identity by designers Gzem Demirezen and Ozlem Ruweida Karaduman
Graham Demirezen and Ozlem Ruweida Karaduman created the Goki concept for their senior project at AHBV University. In Asian folklore, “gaki” means “hungry ghost”. This idea was perfectly implemented, creating a concept that each carrier is easily recognizable and at the same time, looks playful, optimistic, and creative. The two eyes are perfectly combined with the font compositions and design elements, resulting in an image that is easy to read and creates a positive impression on the product.
The identity of the Illustrator festival
The identity of the Illustrator festival, dedicated to visual communication, expresses the same creative spirit through a bright colour palette and non-traditional animated figures that symbolize the target audience for the event. A fairly simple symbol that animates shapes is a hand holding a pencil, directly referring us to the concept of illustration.
The identity of the More Than Architect by Zhang Shuo
More Than Architect is an educational institution where children can study under the guidance of architects. Its identity is based on the construction that became its font, and the characters that lead its main communication.
Craft
The identity of the Stappa by Studio ChenChen
Stappa collects interesting and little-known grape varieties from all over Australia to make delicious wine in West Melbourne. Stappa’s specialty is supplying unusual and little-known varieties to create fun and interesting wines for a young and open-minded audience.
As the founder and manufacturer of the brand, he was very important in reflecting his character and personality through custom illustrations and images. This is why charcoal has been chosen as the medium: its texture and results are as authentic as the wine it produces.
Understory identity from the Heydays agency
Understory is a new, innovative protein brand from Aker BioMarine. The brand was created because of the belief that krill, which is a type of crustacean plankton, is an ancient natural resource that can provide a nutritious opportunity for improving life on our planet. The strategy and identity of the brand aims to show that it is at the forefront of nutrition in the future.
At the same time, the brand’s naturalness and simplicity are reflected in several watercolor abstracts that were hand-painted. This simple yet effective approach will help the brand stand out from the competition in the market. The branding was done by the Heydays agency.
The identity of “Amor per la terra” from the Ingrid Picanyol Studio agency
“Amor per la Terra” means “Love for the Earth” in Catalan. This is the basis for the new branding, which takes the form of a travelogue about the journey of wine from its origin to the bottle. The labels are unique for each wine and use a natural and genuine tone to tell the story of their production. Their new brand stands in sharp contrast to the usual character of wine labels, making them stand out in the store. Created by the Ingrid Picanyol Agency.
The identity of La Talemelerie by MUTATION
La Talemelerie is a chain of eight bakeries in the French Rhone-Alpes region, a country where bread is the “king”. The purpose of the redesign was to convey the main idea of the brand: each bun or bread is traditionally created by hand by a baker, and not just baked on an industrial scale.
At the same time, it was important to display a rare and valuable brand name, which comes from Old French (hence a certain crafting in the visual image, as well as a developed monogram seal).
Generative identity
SMLXL identity from DIA studio
SMLXL is a new startup that deals with blockchain, data, and computing. They were important to create a vibrant, playful, and generative identity. This was embodied by the DIA studio. The name of the startup is derived from the title of an architecture book, “S, M, L, XL”, where it becomes clear that the naming consists of dimensions. This is why the dialogue reflected the transition from S to XL through an increase, symbolizing the growth, dynamism, and development of the brand. The identity itself is highly adaptive and generative, allowing you to create various, interesting designs, and the colors convey the mood effectively.
The identity of the Guang Shan Yue Art Museum Document Library from Yimu.design Agency
The identity of the Guang Shan Yue Art Museum’s Document Library — Yimu.Design agency created a corporate identity based on the way the text is highlighted by the cursor. This idea formed the basis for the library’s logo, which also symbolizes bookmarks sticking out from the book if we are to talk about a traditional method of highlighting text in books — with a marker and stickers.
Media Lab identity from designer Richard Te
For the 25th anniversary of Media Lab, designer Richard Te created an amazing algorithmic system capable of generating more than 40,000 permutations. Both programs are models of a dynamic identity that can undergo endless changes. This is how a minimalist configuration of seven vertical lines came about, and it has remained unchanged since 1962. It is an amazing system that combines timelessness, dynamism, and flexibility. After many unsuccessful attempts using a seven-by-seven grid, the Pentagram agency created a simple and modern ML monogram. This idea was then applied to each of the 23 research groups that underpin the laboratory’s activities, resulting in almost twenty unique logos at once.
Identity from the studio Not Wieden+Kennedy
Wieden+Kennedy’s London agency is expanding its range of services. Now, they are not only engaged in advertising but have also created a separate Not Wieden+Kennedy studio, which will fully meet the needs of their customers in branding and design. The studio presents itself as a generative and infinitely customizable identity that resembles Talia Cotton’s endless logo for Guilty by Association last year. According to Adam Rix, the creative director of the Not Wieden + Kennedy studio, identity is a “living example of how brands operate in culture today,” “mutually,” and “reactively.”
The identity of the old family bookstore from the Pràctica agency
Saving the old family bookstore was the main task for Pràctica. To update the brand’s identity, the agency focused on the symbol of the book spine. The philosophy behind the store is that the spine of a book acts as a “highway,” helping us to sort books and identify texts quickly. Additionally, the two-dimensional arrangement of books (horizontal and vertical) provides an opportunity to vary the use of the logo and other corporate identity elements.
The OKU identity from the Dutchscot agency
“OKU” stands for “okutinda,” meaning “bridge construction” in the local Rutoro dialect. They combine talent and opportunity by creating partnerships between African tech entrepreneurs and Swiss companies. The identity is based on a logo with an inverted “K,” representing the bridge OKU makes between talent, industry, Africa, and the West. This logo is then reorganized to develop templates and symbols that communicate various aspects of the business, such as partnerships and community.
Identity of Cohere from Pentagram agency
Pentagram has launched a new identity for Cohere, an artificial intelligence language platform created specifically for businesses. With the help of Cohere’s identity, Pentagram aims to subvert the images that are currently surrounding technology in this field. Symbols drawn from the natural world form the foundation of the new design. In particular, the team draws inspiration from biology by studying the visual language of cells. The core of the identity design lies in the merger of organic and artificial, which is also described by the NLP (natural language processing) model of AI (artificial intelligence).
Identity for the YoungPin Design Award from StudioPros
It can be used as the basis for any project, generating any shapes from a logo. There is an unrestricted flight of imagination, and you can use any technology, and shapes, and experiment as much as you like.
As an example, consider the identity of YoungPin Design Award, which was created at Studio Pros. They created many, many different designs, which were transformed into different forms, having different shapes and materials.
Three-dimensionality
FM Milano Studio has developed a graphical image of the Fellini Museum in Rimini and the entire associated inauguration campaign
On a dark background, the Fellini museum’s white sign has the shape of a ray of light projected on the cinema screen. Instead, the black one is similar to the iconic mouthpiece of Federico Fellini from the set. Along with straightforward, abstract graphics, intense colors close to digital aesthetics were chosen. In fact, the museum is entirely made up of interactive lighting installations.
Norwegian design studio Neue has developed a dynamic logo for the tourist attraction on the peninsula in northern Norway
The idea is that the logo changes depending on the strength and direction of the wind and temperature, reflecting how nature itself changes under the influence of new weather conditions. A new logo could be used for each tourist destination, depending on climatic conditions at that location. As a result, there are dozens of logos united by a common style and concept. It seems simple but it’s informative and stylish, although the idea of using a crystal to symbolize the Arctic may seem somewhat commonplace.
Monochrome identity
Identity for the construction contractor Baseline
Baseline is a significant construction contractor specializing in government and commercial projects. They were essential to developing a strategic identity that would distinguish them and better reflect the essence of their brand.
The design system is based on basic principles that reflect their values — simplicity, precision, clarity, and transparency. The logo represents two letters from the logo — B and L — forming an exciting grid, where the brand’s symbol is used as a building block. The color palette is restricted to a few colors, primarily black and white, which is stylish and sustainable.
The identity of the coffee brand formule CAFE from the agency By enjoy design
f(u) = the formula for CAFE’s ice coffee, which always follows the exact formula. The formula is also the language of design for CAFÉ. The real quadrilateral symbolizes infinite possibilities. The letters “CAFÉ, shapes,” represent all graphics, which expand the content and create many forms of expression in random situations. In mathematics, “f(u)” means calculating dependent variables using function expressions, and this unpredictable graphic change is reflected in the visual system. Then, specific brand information is introduced based on function expressions. This concept is unique and rigorous.
Identity for the Bergen International Festival
The Bergen International Festival presents art in all its forms: music, theater, dance, opera, and visual arts. The aim is to create a unique visual language that everyone can understand.
At the heart of the concept is the mathematical rhythmicity of music. A single note, like a single pixel, forms the basis for creating and varying sounds in various styles of music and art. From this single pixel, a logo was created in the shape of the letter “F,” which scales and repeats at the same rate and rhythm as music. This idea allows us to generate an infinite number of brand options and exponentially increase viewer numbers.
Identity for the Seoul International Book Fair
Visual style for the Seoul International Book Fair: 2 colors, just like in the pages of books. I really like how the stacks of books look on posters and in animations. They create beautiful canvases with names, dates, and other important information.
The identity of the Poli Design Show
Image of a soap bubble as a synonym for the idea that each design is unique and many attempts must be made to learn how to blow up large soap bubbles, is similar to design. You have to try a lot of different shapes, look for inspiration, and then you can find the perfect shape and style that is your own. I liked the design badges that reflect the uniqueness of each guest at the show.
The identity of Maru by Ogilvy & Mather Istanbul
Maru means “perfection” in Japanese. One element has been used in the identity, which allows us to create a system and our alphabet, and excellent branding opportunities. As a result, we have a whole visual language that we can work with in communications.
Ogilvy & Mather Istanbul
An interesting experiment of the Serviceplan agency for its 50th anniversary
An interesting experiment by the Service Plan agency for its 50th anniversary: they created the SP50 holiday logo. Based on their slogan “Born Integrated”, they made an integrated identity that was integrated into the logo and not the other way around. They placed different objects onto the form and then applied the logo to define each object. As a result, a festive logo became integrated with each item. This approach allowed them to create interesting visual solutions for different media.
Identity for the Theatre Hours Acting School from TBWA\Istanbul agency
The basis of this idea is to transform into someone else, which perfectly captures the very essence of theater. To visually convey this concept, each letter of the alphabet has become a different letter (for example, ‘b’ acts as ‘d’, ’N’ acts as ‘Z,’ ‘C’ acts as’ U’). The new alphabet forms the basis for all communication, from posters to social media.
I particularly enjoyed how identity elements play a part in performances and posters, in which font becomes the most attractive feature.
Squarespace Identity
The identity of Squarespace, a technology company based in New York, is based on the city’s squares. The company’s name is also derived from the term “square.” This has led to a dynamic identity built around flat and three-dimensional shapes. Since Squarespace is a tech company, they needed a robust identity system. This one turned out to be both simple and powerful. You can see the entire Squarespace identity on their website.
The Ema identity from Parenti Design agency
In this identity, the main focus is on the logo, the central part of which (the letter M from eMa) is represented by a variety of typography. They reflect the diversity of music taught at the school.
Like the music, the peculiarity of this “multi-logo” is that it looks different every time, but at the same time remains clearly recognizable, whether static or animated.
