Elevant is an Australian personal loans business that sought a new brand narrative that would elevate the company beyond lending and, instead, build a brand that focused on enriching lives through education, support, and empowerment. The identity design, created by Percept, intends to express a sense of elevation, progress, and the pulse of life — capturing the brand’s forward-thinking spirit and...
There’s so much to love about this logo. Designed as part of a general refresh, the new logo for AI website builder Network Solutions adds a bit of energy to a rather generic web redesign. A set of networked shapes–rotating an S to also create an N–combine to form a radiant star. This really flies as the basic N/S letter...
The Huntington, a century-old cultural and research institution known for its gardens struggled to communicate the breadth of what it actually is: a research library spanning ten centuries, an art museum with nearly 50,000 works, and botanical collections spread across 200 acres. Base Design describes one of the central aims of the rebrand was to highlight The Huntington’s “360° nature...
Grale, formerly PlasticFri, is a Swedish company developing plant-based alternatives to plastic and other eco-friendly materials. Designed by Pentagram, the new Grale logo has been designed to stand on its own and function alongside other recycling and up-cycling symbols. As a flower, with petals that gradually transition in a rotary manner, the notion of sustainability is clearly expressed and in...
With a mission to connect users to sources of knowledge from across the internet, the Perplexity logo, designed by Smith & Diction, combines a computer cursor (access) and an asterisk (citations) with an open book (knowledge) and the suggestion of windows (the internet and multiple perspectives). These combine to form an X from the company name. In it’s simple static...
Collin’s has built for Muse Group a visual identity with a sense of boisterous improvisation and spontaneous musical expansion. It’s expressive in motion and derives its custom typographic forms from musical notation. Graphic notions of tension and composition find commonality with musical principles to generate a distinctive ‘M’. See more of this project here....
As the flag carrier, projecting a clear identity on the tarmac of other countries is important. Perhaps more so, is the continuity of this identity throughout a vast number of surfaces. Few industries have quite as many and as varied range of collaterals. Take for example, the thermal printing of tickets, the large scale of plane liveries, not to mention...
Italian bank Bancomat’s first logo, designed in 1983 by Pier Paolo Cornieti depicted a seagull intersecting the initial ‘B’ inside a blue diamond, an allusion the freedom of withdrawals and payments outside bank opening hours with the introduction of ATMs. This has been updated throughout the years, in 1995 and then again in 2021 and 2025 with Landor stepping in...
International began life as International Harvester, a manufacturer of tractors and farming equipment for agriculture. Since its founding in 1902, the business has expanded to include trucks, busses and all variety of road vehicles. From 1946, International Harvester, renamed to just International, was represented by an IH monogram, composed stylistically to evoke the front profile of a tractor. This was...
The initial ChatGPT logo was designed by Ben Barry and Ludwig Pettersson. While not conceptually all that interesting, it set the look and feel of many other AI projects that followed it, so significant more for its influence, and increasing ubiquity. In 2025, in an effort to formalise the OpenAI visual identity, a rebrand introduced a revised logo. This was...
Technology gallops on with a new video reading AI model Twelve Labs. Pentagram’s use of positive and negative space, allusions to packets of data, and stunning animation that nods to Eadweard Muybridge’s galloping horse from 1878 – an early photographic motion study – is pure joy. This stylisation, blending information and animation, beautifully conveys progress: bold strides forward, technological evolution,...
With a renewed mission to “bring people together through live experiences” and “maximize the enjoyment of gathering” global events platform Eventbrite worked with Buck to develop a new visual identity, beginning with the design of a logo. This takes on the form of an energetic bolt with a sense of forward momentum alluding to the dynamism, electricity and rhythms of...