A RE-BRAND DOESN'T ALWAYS START WITH A LOGO AND PALETTE

 

What I learned from Wolf Ollins during the Sage rebrand of 2021 is that creating a brand isn't always about kicking off with a color palette or logo design. Sometimes, it begins with just a few emotive keywords or even defining motion behaviors to capture the essence of the new direction.

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For Sage, the keywords that defined our re-brand were 'Flow' and 'Pulse,' and we made sure to apply them across both dynamic and static graphics, right down to the logo itself.

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To some extent, we employed a similar approach when rebranding Qredo.