The Client
NEW NORMS, led by forward-thinking experts, is a boutique consultancy focused on strategy and future-proofing premium brands and retail concepts.
The Objective
To create an all-encompassing brand identity with a progressive mindset, responsive to different media formats, with an equal focus on business and design.
The Solution
“New perspectives are required to solve tomorrow‘s problems today.” I decided to echo the founders' beliefs into the design itself by pairing a solid sans serif font with a bold optical E to bring a disruptive element to it. The result is a clean, serious and business savvy Swiss-like logo with a subtle twist that immediately draws attention. The use of negative space forces the viewer to embrace this new perspective, one that speaks to emotions rather than logic.
The mark was then reduced to its bare essentials to becomes a symbol, an intriguing shape capable of adapting to all space and formats depending on the context or mood.
The visual language I developed to complement the logo follows the same concept of disruption by overlaying the mark on images showing impossible connections and unpredictable joints. These collages reinforce the brand’s message : We are defying the norms, the established rules and building new relationships at the intersection of brands, technology and humans.
All together, it becomes a design system assembled to communicate the core business proposition of NEW NORMS : a fundamental change in the way industries work and how we ultimately live our lives.
