The new logo takes on a cursive symbol that's skilfully crafted and cropped within a circle with a neat outline holding it all together. The brand name is set in Bodoni Sans. A new classic built on the foundation of two centuries of history––fresh and contemporary––while feeling stylish, sophisticated, and elegant.
That symbol is then warped to create abstract shapes that forms the basis of the brand identity and extends onto advertising and marketing collateral. The logo can be warped to form an almost infinite number of variations. Most of the abstract shapes can stand on their own, and within the system can be used in various combinations to form more abstract compositions. Each of these suggests within its detail the graphic character of the new logo. Enlarged, they have a kind of energy and drama that contrasts nicely with the original mark from which they were derived. The advantage of the program, deployed in black and white creates recognisable consistency without sameness. The logo elements will be used in signage, advertising and marketing materials. This unique Identity system was created whilst serving as the Head of Design at Inco Creative.
