IDENTITY DESIGN REBRAND
WINNER
Twitch Brand Identity
by Collins, for Twitch
Twitch, the leading live-streaming platform for gamers, had reached the point where it was a household name among its community and, as design agency Collins saw it, now had to choose to either “add more seats to the table or close the doors”.
Opting for the former, the platform needed a new identity that reflected its “expanding inclusiveness”. Collins’ design began by honouring the fact Twitch hadn't historically viewed itself as a “hero”; but as a support that “has your back from start to finish” and “believes in your potential.” The agency retained the purple colour palette the brand was known for, and built on this recognition by layering it with a number of bright tones that aim to “showcase the energy, diversity of talent and audiences who are joining the platform around the world”.
It looked to amplify Twitch’s unique wordmark by creating a custom typeface, adding a new graphic language and icons, and introducing a new photography style that visualises “a ‘level up’ approach to Twitch Creators,” says Collins, aiming to “invite viewers to enter this new world and be part of it”.
The judges said: “This rebrand is bold and memorable. The type, colour and two marques come together to give a refreshing identity that definitely stands out.”
HIGHLY COMMENDED
Football Association of Wales Visual Identity
by Bulletproof, for Football Association of Wales
Bulletproof was tasked with delivering a new brand identity for the Football Association of Wales that drew on its motto, ‘Together, Stronger’, while also capturing the ‘Welsh Spirit’. According to Bulletproof, “ultimately, the design solution needed to articulate what the sport means for the people, the players and its army of supporters”.
The new look draws on Welsh cultural identity and the fact football is perceived as something with the power to create togetherness. All brand touchpoints were created around the idea “Built on Welsh Spirit”, positioning Wales as a “modern, progressive nation with an ancient heart,” says Bulletproof. The association’s dragon was recast as an icon of strength and resilience, and the bespoke typeface Welsh Spirit was inspired by chiselled rock and slate carving to represent historic Welsh craft and industry. The brand colours incorporate tones from icons of the Welsh landscape such as the Glamorgan hills, the Rhondda Valleys and Snowdonia’s peaks.
HIGHLY COMMENDED
Museum of the Home Identity
by Dn&co, for Museum of the Home
East London-based Museum of The Home, formerly known as The Geffrye Museum, was given a new visual identity by dn&co as part of its £18.1m redevelopment.
The new branding had to “appeal to non-traditional visitors with a clear shift away from passive historical displays and their ‘just dusty furniture’ reputation,” according to the consultancy. The new graphic language forms a flexible identity, and is based around the idea that light defines a home; and uses a bespoke variable typeface produced in collaboration with Colophon Foundry, Home Sans, created by light and shadow.
The dynamic typeface is adaptable for various messages and audiences and responds to numerous physical or digital environments. Home Sans is used alongside distinctive diagonal layers that reveal different kinds of content such as text, illustration or photography. The colour palette is inspired by the museum's architecture, surroundings and gardens.
Yoto Identity
by Pentagram for Yoto
Yoto Player – a smart speaker which uses playable cards for kids to listen to audio content such as stories, music, radio or podcasts – recently launched a new player and content, and brought in Pentagram to work on the new visual identity.
“A key challenge was to develop the Yoto symbol so it would work across print, digital and motion, including on the Yoto Player’s 16x16 pixel display,” says Pentagram. “The brand also has to appeal equally to parents and children.” The new look features a refined logomark that matches the letterforms in the new wordmark and can be animated on the device. Castledown was chosen as the primary typeface thanks to its letterforms that mimic the action of drawing letters.
Two new colour palettes were developed for the brand and the card categories, which are also identified with an icon system and bespoke illustrations.
Haws Watering Cans Brand Identity
by Together Design, for Haws Watering Cans
Together Design worked with Haws Watering Cans to redesign its packaging and make the brand stand out at a time when the houseplant market is exploding. It was vital to highlight that Haws is “the world's oldest and best loved watering can manufacturer,” according to Together, with patents stretching back to 1886 and every single metal can still expertly handcrafted from its workshop in Smethwick, West Midlands.
The brand was repositioned to hit a “sweet spot” between traditional craftsmanship and the “style-conscious Instagram generation” using a redrawn logo and seal to reflect its early heritage; and Together also art-directed and built an image library with photographer Catherine Falls. Inspired by early patent drawings, the new illustrations are full scale so the outside of the pack perfectly reflects the product within. The shapes can also create patterns to use for in- store displays.
The boxes themselves are now simple, utilitarian and 100% recyclable; with a tessellated design that echoes the shape of the can, reducing storage and postage costs. The consultancy’s designs for Haws’ stand at the Glee trade fair in Birmingham helped result in a sales uplift across the range, and the brand since achieved its dream of being given a stand at the Chelsea Flower Show.
Naturalizer Brand Identity
by Collins, for Naturalizer
Naturalizer became the first company to design shoes made specifically for women when it was founded in the 1920s, and became known as an “ergonomically designed, elegant” brand for students, travellers, and women workers during World War II, according to design constancy Collins, which was brought in to help modernise the brand and drive growth. Its new brand strategy was inspired by American modernist design, and looked to demonstrate Naturalizer’s history of creating “inventive, and always elegant” footwear. Collins worked across Naturalizer’s new brand strategy, identity, products, and flagship stores in New York City and Chicago, which were created to resemble 1940s artists’ lofts. Following the redesign, the brand’s sales increased 17% for retail and 11% for wholesale, contributing to the highest revenue in the company's 100-year history.
IDENTITY DESIGN REBRAND
