A brand’s visual identity can, in many ways, be the public face of an organization and/or its products. So, needless to say, there’s a lot riding on getting it right. As part of our rebrand a few months ago, we saw an opportunity to roll out a new visual identity that helped support our new mission.
Some brands try really hard to tell their whole story through their brand’s identity. Or they try to force a subliminal meaning or a visual pun to blow your mind. It’s nice when it happens, but I’m still convinced the arrow in the Fedex logo was just a happy accident. You won’t find any hidden meaning in our brand identity. We simply wanted it to be simple, flexible, a little fun, and easily recognizable. Hopefully we accomplished that.
For us, it starts with a belief.
The most important role of the Up&Up visual brand is sharing how we see the world. In short, it’s not about us. We truly believe that the work our clients are doing has the potential to positively affect the lives of hundreds, if not thousands of people. And we’re humbled to be a part of it. So as you’ll see throughout this site and in nearly everything we do, we try to showcase the good our clients do.
Exorcising the Demons.
For every good idea, there are sometimes a hundred bad ones. That’s okay. It’s all part of a process. And we’re not shy about sharing a few bad ideas, because ultimately, they led to the good ones. While we were open to a mark that implied the idea of “up”, it didn’t take long to realize that it was really easy to take it too far. A bird? Nope. Wings? Oh my God, no! Don’t even get me started on the rocket idea (enter crash and burn sound effect.)
Let’s have some fun.
If you know us or hear from us at all, you probably know by now that we like to have fun in and out of our office. With a name like Up&Up, it’s hard to not to have a sunny disposition. So naturally, we wanted our visual identity to share our good natured side. In the final stages of the brand identity design process, a simple 10º tweak to the left gave it casual and yet forward-leaning uppityness.
Up&Up and Beyond
As difficult and sometimes painful working on your own brand can be, we had a lot of fun creating the Up&Up brand identity from the bottom up. And as all brands should do, we will continue to grow and evolve it over time. As always we’re open to constructive criticism. We’d love to hear what you think of it.