Signicat, a Norwegian digital identity solutions company, has released a new holistic brand identity to help bring trust back to the digital world.

Signicat's new brand identity on a laptop

The change is in response to challenging typical assumptions about what a business brand identity looks like in the world of security technology. The phrase "security technology" alone brought to mind blue colors and images of businesspeople looking seriously or excitedly at screens and shaking each other's hands. With their new logo and brand identity, Signicat wants to challenge that stereotype.

Signicat focuses on ensuring that people can securely log in and digitally sign documents. They've quickly grown to become market leaders in the Nordic region and have their eyes set on growing significantly across Europe. To do that, they're determined to differentiate themselves––no easy feat in a market where it's difficult to keep all the different brands and companies straight. In an effort to evolve, Signicat wanted to shift the focus to both the user and the business.

Signicat had to become a braver, clearer brand that sticks out in the marketplace. This new brand strategy, they believe, repositions them from a corporate technology company to an organization that solves problems for people. To make the shift, Signicat worked on a complete head-to-tail rebrand. That meant looking at brand strategy, brand concept, visual identity, and implementation on both analog and digital interfaces.

The new Signicat logo and brand identity is meant to reflect that Signicat is trustworthy, friendly and smart with an energetic and bold attitude. They say that the concept of "trusted connections" permeates throughout their new visual identity, differentiating them from others in the industry. Theirs is a human, customer-oriented business with a friendly, helpful, smart, and above all, human tone of voice.

Examples of Signcat's new logo and brand identity

"Our new brand is getting a lot of positive attention," said Marketing Ops Director Adam Walhout in a statement. "People are interested in Signicat as an employer and internally we are seeing strong engagement!"

In 2021, Signicat was listed by the Financial Times as one of Europe's 1,000 fastest-growing companies. With their extensive rebranding complete, Signicat appears to be in a strong position to continue capitalizing on that recognition.

Signicat releases a new holistic brand identity

London-based D2L has released its new logo and branding complete with a new color scheme. Despite the change, the global technology company says they remain committed to the same mission: to transform the way the world learns.

“As founder of D2L, it is, of course, hard to say goodbye to a logo you helped the team craft. That said, the real joy in a brand exercise comes from the fresh look at what our brand represents – why we are here, what we are doing and who we are doing it for. Our brand renewal deepens our connection to our mission and charts a path to our future. Great brands are alive and grow,” said John Baker, Founder and CEO of D2L in a press release. “We work hard to help people build engaging learning experiences that inspire learners to achieve more than they dreamed possible. Our work has never been more important. I am deeply grateful for the hard work of our team to help us strengthen our identity and story – as we focus on  our next chapter of growth in close collaboration with our clients.”

D2L announced the change as a reflection of who the company is today after evolving over the past 20 years. The new branding was created in partnership with Zulu Alpha Kilo, an award-winning, Toronto-based creative agency. The new visual identity is all part of distinguishing D2L from its competitors:

New Corporate Identifier
D2L’s new master logo embraces green to reflect evergreen learning, an exponent to symbolise the potential of partnership and collaboration, and a bold, strong typeface that speaks to innovation, simplicity and accessibility.

Expanded Market Category
Learning is at an inflection point with unprecedented transformation underway that requires more than a learning management system (LMS). With this brand launch, D2L steps into an expanded category with a Learning Innovation  Platform that defines the flexible, powerful and personalised experience and breaks free from the restrictive, one-size-fits-all limitations of a  traditional LMS.

D2L Brand Family
The sophistication of D2L’s new logo carries throughout the design system – unifying a new brand family of orange and blue product logos for D2L Brightspace and D2L Wave,  introducing a stylised portrait approach to photography, and supporting a  modern and clean look that complements the product sets.

Aly Scott, Chief Marketing Officer of D2L, highlighted that the new brand identity "harmonises the evolution of our company with the transformative impact we're making for learners around the world." Everyone from customers and partners to learners can already dive into the new brand experience here.

D2L unveils new look with the same mission

The Belgian city of Leuven just released a new logo and visual identity.

According to the city, just 30 minutes east of the capital Brussels, the new corporate identity is a reflection of what Leuven stands for:

A warm-hearted city where almost 190 nationalities feel at home and work together.

Open, unprejudiced and a pioneer in innovation.

A city of infinite possibilities, which prefers to say yes rather than no.

A city where you sense a young, fresh dynamism.

A city in motion, constantly renewing itself, never “finished”.

A city that thinks of the future, with respect for the past.

Socks decked out with the new Stad Leuven brand identity

According to the announcement, the new logo highlights a colorful city plan "in which every direction is the right one." The image is also meant to evoke a stained glass, referring to the city's rich past. The bits shaded black and white are a reference to what they call "a story under construction, which is not yet finished."

Stad Leuven cars driving around with the new design

The new brand identity is even in the mailbox

The City of Leuven made the change from the previous logo, last updated in 2009, to show that the city is no longer the same as it was a decade ago. They want to present Lueven as "a single coherent, authentic and enthusiastic brand."

To implement the change, the city worked with its citizens. A survey was conducted that included Leuven residents, companies, associations, city staff, and even visitors. Participants were asked to answer what they believed was "typically Leuven." Approximately 700 respondents participated.

The Belgian city of Leuven just released a new logo and visual identity. According to the city, just 30 minutes east of the capital Brussels, the new corporate identity is a reflection of what Leuven stands for.

Belgian City of Leuven releases new logo and visual style

M&M's are so ubiquitous in our lives, it's hard to remember a time without them. They're there for birthdays, holidays, or hanging out in the snack bowl at Grandma's. For many, they are the first piece of candy you ever have. What's not to love? They're chocolatey with that crunchy shell that comes in all sorts of different colors. More often than not, you're sharing some with a friend.

Now after 80 years of bringing people together, M&M's, part of the Mars, Incorporated portfolio of brands, has evolved its loveable cast of characters and personalities with unique backstories to better represent today's society. The move is part of a new global strategy designed by Jones Knowles Ritchie.

"M&M'S has long been committed to creating colorful fun for all, and this purpose serves as a more concrete commitment to what we've always believed as a brand: that everyone has the right to enjoy moments of happiness, and fun is the most powerful way to help people feel that they belong," Chief Growth Officer at Mars Wrigley Cathryn Sleight said in a press release. "As one of the world's most iconic candy brands, who better to commit to a world with more moments of fun by increasing a sense of belonging around the globe than M&M'S?"

Expect to see more changes to your favorite edible bunch throughout the year:

A fresh, modern take on the looks of our beloved characters and more  nuanced personalities to underscore the importance of self-expression and power of community through storytelling 

An enhanced focus on the brand's iconic color palette and the use of different shapes and sizes of M&M'S lentils across all touchpoints  to prove that all together, we're more fun 

An added emphasis on the ampersand – a distinctive element within the M&M'S logo that serves to connect the two Ms –to demonstrate how the brand aims to bring people together 

An updated tone of voice that is more inclusive, welcoming, and unifying, while remaining rooted in our signature jester wit and humor

We're looking forward to seeing how M&M's and the entire Mars family continue to evolve.

M&M's announce commitment to diversity with new branding, evolving its loveable cast of characters and personalities with unique backstories to better represent today's society.

M&M's announce commitment to diversity with new branding 

AB InBev revealed their new logo and brand identity to start 2022. The move is part of what AB InBev calls their new global purpose.

“This simple and modern design better connects with the spirit of optimism, ambition and celebration that comes with our new purpose of dreaming big to create a future with more cheers,” said Richard Oppy, Global Vice  President, Global Brands at AB InBev in a statement.

The new logo is meant to represent the clinking of glasses complete with a new gold color reflective of AB InBev's optimistic outlook while mirroring the golden hue of beer and barley. Prophet, a global consultancy firm, is responsible for designing the new brand identity.

 “As AB InBev moves beyond beer and beyond mainstream, we wanted to create a corporate brand identity that can play a larger role in the experience, communications landscape and brand expression,” said Prophet Chief Creative Officer Peter Dixon. “We believe this new visual and  verbal expression perfectly captures AB InBev’s revitalized corporate  brand and inspiring new global purpose.”

AB InBev reveals new logo and visual brand identity featuring a symbol that represents the clinking of glasses. The new identity is a reflection of AB InBev's new global purpose.

AB InBev reveals new logo and brand identity

Fernando Gonzalez Pareja, Marketing Director at mesoestetic, talked about revolutionizing the brand for the new age, marketing to different market segments, and their use of white and black for their packaging.

Can you introduce us to mesoestetic and its beginnings?

At mesoestetic, we are committed to bringing confidence, clarity, and scientific rigour to the world of beauty. From our beginnings, 35 years ago, we have been committed to creating products of the highest quality and effectiveness backed by the results of numerous studies. 

We design home, aesthetic cabin, and aesthetic medicine treatments to offer anti-ageing, anti-acne, body reshaping, sun protection, and depigmenting solutions, where we are world leaders.

We are a pharmaceutical laboratory and we design and produce our own products at our headquarters in Viladecans, Barcelona. This factor that differentiates us is essential to guarantee the efficacy, quality and safety of all the treatments we develop, allowing us to control and take care of each step of the value chain of our products.

Today, doctors, aesthetic professionals, consumers, and skincare experts trust us in more than 90 countries.

What prompted you to rebrand? How did that conversation start?

Our company has been growing consistently over the decades. However, we saw the need to rebrand for the new age. We needed to prepare our brand, portfolio, and packaging for the future. This makes a lot of sense for us as the DNA of our company is to look for change, to think of the future, and to think of the next 10 to 20 years.

We identified three pillars for this rebranding: review and improve our communication, rationalize, order and restructure a portfolio of + 300 SKUs to facilitate its understanding and use, and we wanted to join the common storytelling about our brand that shows what we are and what makes us different.

From an initial brand evolution, our rebranding became a revolution. The implementation of our rebranding began at the end of 2020 after a year of development and will last until the end of 2022. 

Today, with more than 50% of the updated portfolio, and with us having implemented our new corporate image and communication, we are very proud of the changes we've made and the things that are yet to come.

Can you talk about the rebranding process? Did you experience any challenges?

We had meetings and came up with ideas for the rebrand. We knew that we didn’t want to change the personality and the philosophy of our brand. Whatever our brand may look in the future, we wanted to make sure that the “soul” of our brand would still shine through.

We worked with Morillas so that we can show the board what we wanted to do with the brand. It was really important to have a key point, get the board to love the idea--our new logo, claim, and what we are--to get their buy-in and develop the rebranding with them.

It’s also interesting because some of the biggest changes in our company happened in times of crisis. We didn’t let the pandemic stop us or even slow us down. We updated 50% of our portfolio. These are just not light rebrands either, we updated our products significantly.

We changed the packaging, we created new products, and we evolved our formulas. Our rebrand was not just aesthetic changes. This is why we're calling it a brand revolution.

The next step was to make it real. A challenge for us was adapting the changes to our large portfolio. For this to be a success, we knew that we needed to change the packaging and that we’re adapting to our new guidelines. 

It’s still ongoing. It’s a live process. We're applying changes on one platform and adapting and arising to the needs of other platforms.

Tell us more about the changes made to your brand’s visual identity.

For our logo, we used the atomic symbol ‘Me’ with the atomic number 85, which is the year our company was founded. Inside this element is all that we are: our constant search for excellence, our state of the art labs, our long history, our commitment to research, our rigour, and especially our team of professionals and the know-how that differentiates us from our competitors.

Over the last ten years, we’ve used different claims but during the process, we knew we had to find a short claim that explained what we are. So along with the periodic table, we also found our new claim: ‘the element for skincare experts’.

This new claim is how we position ourselves as scientists of beauty. It’s also important to note that for us, the experts are doctors and professionals, but also the end consumers because people who pay for our products really know how it works.

Can you talk more about the use of white in your branding?

We have always worked with white packaging, a territory that is associated with science, research and pharmaceutical products. 

In the end, all our products from medical devices to cosmetics have pharmaceutical rigour and are nourished by the experience of our medical professionals and aesthetics. White also helps us preserve the simplicity and sobriety that characterizes our brand.

How was the experience of rebranding your packaging and products?

In the past, our branding was just communicated to professionals. But now, as we're also targeting end-users, we have to communicate to multiple market segments. We knew we needed to employ a ‘pull’ strategy to get consumers, not just a ‘push’ strategy to get doctors and professionals to choose us.

While we retained our medical white branding for our domestic and professional market, we changed up our packaging for our medical market. 

For that segment, our packaging is black because doctors don’t need to be told our products are medical. Instead, we wanted to make something more disruptive.

Along with the packaging color, the information on the packaging is also different depending on whether we’re marketing to doctors, to professionals, or to consumers.

What are the other elements you changed when mesoestetic was rebranded?

We also developed a system of icons that facilitate the understanding of different treatments. We tried to make it easier for our users. The idea is to make it easy for our hundreds of SKUs to find what they’re looking for.

Mesoestetic makes use of models and icons.

What are your takeaways from the experience?

It has been a tough but amazing experience. And as with most things, the most difficult part was to start.

We learned that when it comes to branding, you have to see the whole thing, not just one part of the process. You can’t just look at changing the packaging, or just the corporate branding--but the whole picture.

It’s also important that you make your people a part of the process, and it’s what we have done from the beginning, making sure the employees were the first to know about the rebranding.

Discover the story behind mesoestetic's latest rebrand

Dina Janevski Farčić, Chief Marketing Officer at Centili, talked about their clever new logo, their rich illustration portfolio, and the importance of making employees feel proud.

Can you introduce us to Centili and the story behind its initial branding?

Centili is a global digital monetisation company, and we've just celebrated our 10th anniversary. 

The initial branding was created when the company was founded – the name and logo were derived from a centillion and the concept of a "cent", as the 1c coin symbolises our payment business.   

What prompted your rebrand? How did that conversation start?

We felt it was time to refresh our brand, both our strategy and our visual identity. We wanted to give the company a contemporary feel and create a graphical language that is more dynamic and better suited for the digital world. 

Our upcoming anniversary was simply a great coincidence, so we used the opportunity to launch the new brand and website for the occasion.

Can you tell us more about the process? How did you decide which elements to change and keep?

We have an internal marketing team that coordinated the whole anniversary celebration and organised the rebranding project. But for the actual design work, we had a great opportunity to collaborate with an excellent design studio, Metaklinika. 

They spent months developing our new visual identity, illustrations, animations and numerous other elements. 

We looked at our heritage and strengths for the general direction and our plans and competitive advantage we wanted to build. It seemed important to ensure continuity but still be able to transform.

That is why we decided to keep the primary colour (orange) and the symbol "1" as the key element of our previous identity. Still, we gave Metaklinika full freedom to redesign the logo and create a fresh new visual language.

Can you tell us more about the conception of the new logo?

We were hoping to keep the number 1 as the symbol but wanted a more modern and cleaner look. The team at Metaklinika found a very clever way to include the symbol in the new logo without actually having a visual mark next to the letters, which would be a traditional way of doing it. 

So, this new logo, with the symbol in the negative space, makes us look very contemporary and clean, is easily applicable to various touchpoints (primarily digital ones), and yet has our core symbol within – without stating the obvious.

What about your new visual identity and color palette? Is there a story behind them?

The vast array of graphical elements, patterns, illustrations, and pictograms is part of our new Centili universe. It enables us to appear fresh and authentic while being instantly recognisable. 

It's an example of differentiation through communication, and it is now visible on all our touchpoints - from the new website and social media to our product interfaces.

We've based the colour palette on our signature orange colour. Still, we added new secondary tones mainly in the blue gamma, establishing a fantastic playground and a very vivid look, full of contrasts and playfulness. 

Can you tell us more about your new iconography and illustrations?

Our new brand identity turns toward the representation of people, customer benefits, and the business verticals we operate in. We have developed a rich illustration portfolio that represents the industries we serve in, our customers around the globe, new platforms and solutions, and various business topics relevant to our everyday work. It's like a set of Lego bricks you can play with indefinitely.

The modular illustration portfolio was crucial to envision and design since we decided upfront we would not be using photography but wanted to create our own visual language to have a unique appearance. The illustrators had to put in a lot of hours for it, but it paid off.

Do you have any advice for designers who will one day be part of a rebranding project?

I think it's essential to think upfront about where your brand will be most visible and represented most often. When designing, have those applications in mind, and have the given media in mind. It's easy to get lost in your own computer screen observing the logo on its own or form a habit and look at a typical set of stationery for every brand you work with. 

So I would advise taking enough time to think about where this brand lives before designing. It's important to find the solution for the right problem, to make the brand recognisable and memorable in its ecosystem.

And speaking of the biggest takeaways, I would say that having a good identity makes employees perceive their company differently, and makes them proud of it. 

And there is no bigger asset than having people feel proud of working for you or having partners proud to work with your brand. We should all aim for that.

We are in an exciting period of transformation. We are pivoting our business model towards Platform-as-a-Service, and launching an enriched product portfolio. The way forward for us is to rethink, redesign, and keep adapting.

We look forward to new projects in which we join forces with partners globally to enhance the experience of digital monetisation and frictionless customer journeys across platforms and devices. 

Discover the story behind Centili's latest rebrand

Paul Suchman, Chief Marketing Officer at Audacy, talked about changing their brand’s name, the “Audacy Orange”, and rebranding to meet the company’s vision.

Audacy is a scaled, multi-platform audio content and entertainment company America’s best radio broadcasting group, a leader in virtually every segment of audio, and the country’s #1 creator of original, premium audio.  

We engage over 170 million consumers each month, bringing people together around the news, sports, podcasts and music that matter to them.

What prompted your major rebrand to Audacy? How did that conversation start?

2020 gave us with an opportunity to take a step back and evaluate our company with a fresh perspective. What we found was that, following all of the investments we had made in talent, content and technology, our brand no longer reflected who we had become, nor our vision for the future. 

So, we seized that moment to build a strategy for re-introducing ourselves to our listeners, our advertisers and to our partners. To re-introduce our whole selves as an integrated multi-platform audio content and entertainment company. To position our company as the go-to audio platform for every audience we serve. 

We undertook a deliberate and careful process to develop our forward brand positioning, brand name, visual identity, and core messaging. That process led us to Audacy. 

Among the most authentic values we bring to our listeners is that we help them feel connected in moments big and small. We do this through the content and experiences we create. Through personalities and influencers that they deeply trust. Through the depth of our local market knowledge. And because we know our communities better than anybody. 

That value also translates directly to our advertisers and to our partners. It was this insight that led us to the heart of our purpose. And that is enriching lives and enhancing communities through voices people trust and content they love. 

With the country’s best collection of local music, news and sports brands, as a premium podcast creator, major event producer, and digital innovator, our people work tirelessly to deliver on this purpose every day.

We needed our brand to encapsulate this purpose, while also communicating the dynamic creativity and innovative spirit that fuels us. We needed a new identity that would reflect who we have become and our vision for the future. 

Can you walk us through the process of your rebranding? What were the challenges you encountered?

2020 was a momentous challenge for both businesses and people. 

The biggest challenge that we faced from a brand transformation was that the entire initiative was completed and launched while our team and our partners were 100% virtual. That in itself is a major accomplishment for everyone involved.

Productivity, nor creativity, nor innovative thinking suffered because we were aligned in purpose and strategy. It was an amazing process from strategy to creative to execution that was a privilege to be part of.

Can you tell us more about the name? How did you land on the new name ‘Audacy’?

We chose Audacy because of our unapologetic obsession and commitment to audio in every form. The name is part audio, part audacious, part odyssey. Our visual identity and messaging brought the name to life everywhere it met our listeners, advertisers, employees and partners.

Aside from the name, what other elements of the brand’s visual identity changed?

Aside from the name, our purpose inspired our new visual identity. Powered by a distinct color palette, graphic sonic signature, and vibrant logo animation, our new visual branding is a tribute to sound. 

A brand needs a hero color. We chose a vibrant shade of orange — “Audacy Orange.” Orange is the color of energy and creativity. It’s also the universal color of passion. We definitely have these characteristics in abundance. 

The color is like no one else in our industry. Very few companies can own orange…Audacy can. To support Audacy Orange, we built a dazzling and bold color palette to express ourselves clearly and with unprecedented style. 

And as an audio-first company, we also developed a sonic identity that’s a memorable brand identifier, customized to fit perfectly into all of our platforms – whether that’s news, country music, podcasts, or sports.

Altogether, the depth and flexibility of our brand elements allow us to communicate at every decibel. 

We don’t look like anyone else. We don’t sound like anyone else. We are not like anyone else. We are in a category of one, at every touchpoint, everywhere we serve our listeners, and in every community we reach. 

Our brand is a declaration – in our loudest voice – of what we’ve achieved, who we’ve become, and where we are going.

We’d love to hear the story behind your new logo. What does it mean or represent?

We created a logo that shows two fundamentally different shapes coming together, simply and elegantly. 

The form of an A you can’t miss. It’s distinct, it’s premium. It visually communicates the story of our purpose. And it looks phenomenal in every touchpoint that it’s brought to life.

Is there anything you wished you knew before embarking on a major rebranding?

An identity project done well is not a change of sign. Rather it’s a sign of change. 

After converting every single touchpoint inside and outside the company to Audacy, the real work began. And that was enrolling all of our loyal listeners, clients, partners and employees on our journey in a meaningful, thoughtful way. 

Converting every touchpoint is only the beginning.

The importance of doing that well and continuing to remain unwaveringly focused on it today cannot be overstated. For us it was and it remains among our most important priorities. 

It’s been a very exciting year for Audacy. We’re emerging from the pandemic as a stronger and better-positioned company and accelerating our growth potential through a number of strategic opportunities – ones that will allow us to continue to drive innovation and development of new products, content, and capabilities. 

We will continue to build on and invest in our growth, move audaciously to capitalize on our scale and outstanding content offering, and drive improvements and innovation to better serve our consumers and partners. 

There is much to be excited about on the horizon, so be sure to stay tuned.

Discover the story behind Audacy's latest rebrand

Melissa Knight, Creative Director of Marketing at Chaos Group, talked about their new welcoming, creative, and optimistic look, rebranding a whole suite of products, and Chaos as the building block of creativity.

Can you introduce us to Chaos and the story behind its initial branding?

Chaos creates technology that empowers artists and designers to digitally visualize anything they can imagine. Our Academy Award-winning 3D rendering and simulation software is used by top visual effects companies, design studios, architectural firms, and advertising agencies around the globe. 

The company was founded in 1997 in Sofia, Bulgaria and our co-founders Vlado and Peter are still at the helm. 

Up until 2020 our branding remained pretty much the same as when the company was launched. The style was very monochrome, clean and rather serious in tone. As different software products were developed over the years, these each got their own style of logo.

What prompted the rebranding? How did those conversations start?

Chaos is most well known for creating the rendering software V-Ray—but the development of new Chaos offerings over the past few years has led to an evolving business model. 

We now present an ecosystem of products and services and wanted to establish a coherent brand that united everything together under the Chaos umbrella.

We recognised the importance of creating an inspiring brand style that effectively communicates with our customers.

Can you talk about working with an agency to help with this rebranding? 

Uniform has a rather unique set up with two businesses operating under the Uniform Group banner: Continuous, a brand consultancy, and Somewhere, a creative agency for property and place that creates fantastic 3D visuals, animations and VR experiences—including V-Ray renders. 

As V-Ray customers, they understand the product and Chaos as a company very well. Not only were they able to offer us a new branding strategy backed up by first-hand experience, but their 3D artists were actually involved in creating some of our new marketing assets. 

We are big fans of theirs—and the feeling is mutual!

What was the process of rebranding for you? Were there any challenges or pitfalls?

Lon (our Director of Creative & Communications) and I managed to attend a kickoff workshop at Uniform in Liverpool, England right before the COVID-19 pandemic took hold. It was wonderful to get this face-to-face time ahead of working at a transatlantic distance for the rest of the year. 

Workshop with Uniform before the pandemic.

Initially we hoped to launch the brand in 2020 but our timeline was protracted thanks to unforeseen limitations due to the pandemic. 

It was important to interview staff, industry partners, experts and customers to get a clear understanding of how the company was viewed and what our new branding strategy should look like. 

We had regular sync calls with Uniform and kept the key stakeholders at Chaos up to date with our progress and ideas.

Can you talk us through the new logo? What’s the story behind it?

Not only did we decide to update our company logo—but the name changed too. 

Chaos sounds more modern, approachable and less corporate than Chaos Group. It's a shorter word and is much easier to work with as a logo. 

It’s also great for community branding such as Total Chaos (our yearly conference) and #AgentsOfChaos (a favourite tag on social media). 

Our new brand strategy centers on the concept that the Chaos ecosystem offers our customers the building blocks of creativity, empowering them to create their world.

The square Chaos logo is the core building block. The red is vibrant and the letter forms are solid yet curved—strong and friendly!

Your individual products also went through rebranding. Can you talk us through rebranding a whole suite of products?

Previously there was no clear design relationship between the company brand and the various styles of our product branding. 

It was important to update company and product logos to ensure they worked together as a family and conveyed the interconnectedness of our ecosystem. 

Products and services had their names updated to include the word ‘Chaos’ to help build equity in the master brand. Each product logo also becomes a building block echoing our Chaos logo. 

Icons were created to represent the name and the functionality of each product. We created designs that were clean, simple and unique and looked great alongside each other.

What are the stories behind the new logos for your products? How about the choice of color palette?

It was incredibly refreshing to move away from our old black and white branding! One of our customers described it like coming out of a dark basement! 

There seems to be a tendency for tech companies to stick with one colour and use a dark palette—but we decided to take a chance on something different that feels welcoming, creative and optimistic.

From a practical perspective, the different colours also help you identify the product you are looking for. One important consideration we always had in mind was to capitalize on the established brand recognition for V-Ray and Phoenix, which in the past have used blue and yellow respectively in their logos. 

Existing customers will also notice their new icons bear a strong resemblance to the old logos. 

Some of the icons look rather abstract at a first glance and we had great fun bringing them to life in animated form. This helps deliver an ‘aaaah!’ moment of realisation as the story behind the shapes is revealed. 

One extra detail I will share with you is my personal favourite. Eagle eyed viewers may notice that the c in the Chaos logo is tilted. The angle is 23.5 degrees—the same tilt as the Earth. 

The tilt of the ‘C’ is the same angle as the tilt of the Earth.

This is a nod to the seemingly chaotic evolution of the world, a detail that made our planet the wondrous place it is today. I hope this easter egg is something our community of designers and technicians will love!

What would you say is your biggest takeaway from the rebranding experience?

Since our new look launched in February 2021, I have been amazed at how seemingly effortlessly the brand has been adopted and accepted. 

Of course the whole project was a mammoth effort and involved the dedication and hard work of numerous teams within Chaos! 

We made some big changes and to see the new branding serving its purpose and effectively tying our products and company together is very rewarding. Careful strategizing has paid off and having a strong attention to detail helped a lot. 

I’m looking forward to seeing how the branding evolves and picking a new colour for the next Chaos product!

Discover the story behind Chaos's latest rebrand

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