Logo and Branding: 3angrymen

3angrymen is a London based production and digital content company with an impressive client list that includes the NSPCC, ChildLine, Barclaycard, Hovis, Palmolive and TKMaxx. Their new identity, designed by Build takes some of the finer colourful elements of their previous urban identity to craft a very contemporary, confident and appropriately restrained brand presence.

“Alongside a new marque (a bracketing device based on a screen) we devised a dynamic system of patterning that can be used in a never-ending combination of ways enabling the team to continually look fresh. A full stationery set (multi-use A4 sheet, business cards, address labels with accompanying templates + bespoke envelopes) was designed for maximum effectiveness whilst keeping print costs to a minimum.”

- Taken from the Studio Build website.

I liked their original identity, it was colourful and playful with an urban graffiti aspect but really failed to capture the sophisticated and mature nature expected from a growing production company. The new [3] logo-mark resolves a lot of these issues and works well to convey the framing aspect of TV production and the wider aspect ratio of modern interfaces and displays. I love the brackets and the flexibility in which they have been utilised, I can easily imagine the logo-mark expanding and contracting to reveal new words as part of their production work and show reels. The coloured stripes of the original identity have been neatly extracted and turned into an interesting and evolving pattern that contrasts well against the black type, white backgrounds and simple logo-mark.

It may not convey the funkier aspects of their work in the way the previous identity did but this is surely going to deliver a far more professional sensibility that can cover a broader scope of work.

More identity work from Build:

Richard Baird Richard is a British freelance designer and writer who specialises in the development of logos, branding and packaging. He has written for Brand New and Design Week, is an editor for The Dieline, has featured in Computer Arts magazine and also runs the resource Design Survival. Follow:     |     Twitter     |     Facebook     |     Portfolio     |     Contact