Refreshing our own brand
Designing a new brand for ourselves was always going to be a challenging project, firstly because our client work always comes first, so finding the time to dedicate to the project was tricky, and secondly we are very critical client.
Our thinking was to create a mark that in time would be recognisable as Newenglish without even seeing the word Newenglish. Our brand needed to reflect the different areas we specialise in (brand, digital and interiors), be creative and recognisable.
Our new brand elegantly consists of just three elements, two coloured rectangular forms that are linked with a fine line connecting the two forms, this then creates an abstract capital N. The N form can be abstracted using different parts of it, creating a visually interesting statement.
We have created a whole suite of logos, including a version where the typography sits within the N form.
As you can imagine a great deal of thought was given to the font, and after many experiments the classic proportions of Helvetica Neue was chosen as our favourite; elegant, simple with a strong presence. The wide array of font weights makes the font incredibly versatile.
The vibrant lime yellow adds a pop of colour and is combined with a almost black teal for the typography.
The two rectangular forms can be animated and as well as the typography descriptor: design – brand – digital – interior.