New Logo and Branding: Surname & SurnamePosted: October 15, 2012
Surname & Surname is a new consumer focused brand communications agency formed by London-based PR specialist Blue Rubicon. Their visual identity, recently created by NB Studio, utilises a simple but well executed typographical solution to deliver an alternating union of language which conveys professionalism, communicative creativity at its most elemental, and a thoughtful, evolving brand personality.
“The identity is built around the name, a tongue in cheek response to the traditional agency format; a comment on ego and authorship. We wanted to use the ampersand as a constant element in both the visual and verbal messaging. The Surname & Surname visual toolkit has a friendly sophistication that gives them stand-out in a very competitive sector. The end result is an identity that is frank yet expressive, that can flex between play and rigour.”
- Taken from the NB Studio website
Based around the geometric characters of what looks like Gotham, the logo-type has a fairly straightforward authoritative formality, bare efficiency and contemporary professionalism. This is tempered slightly by the use of rounded terminals and some generous spacing that adds a lighter and more accessible duality that resonates well with the tone-in-cheek nature of the name.
The functionality and simplicity of the typography is met by a richness in vocabulary and expression. A variety of contrasting, collaborative and emotive language choices, bound by a consistent ampersand but replacing the name, establishes an expandable and multi-dimensional personality that resolves around the theme of natural and unusual unions. The stationery and website’s combination of pastel and cream colour palette compliment the softness of the typography and introduce a subtle craft sensibility while the images offer a visual variation on the juxtaposition of themes, a brightness and a layer of texture.
The result is a smart and broad resolution of brand traits expressed through linguistic creativity, simile and metaphor, bound by a simple, economical typographical solution that works well to communicate consistent and creative ideas over superfluous visual detail.
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Richard is a British freelance designer and writer who specialises in visual identities and packaging. He’s written for Brand New, Design Week and The Dieline, featured in Computer Arts magazine and also runs the resource Design Survival.