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There are just as many reasons to not rebrand than there are to do so.
Moving away from a tried and true identity could potentially confuse clients and shift perception, however, some PR manoeuvres dictate the need for a change, but in the end, the decision can stir great emotion and excitement.
For us at Octopus & Son, we came to the decision that it was time for a rebrand, something that would help define the direction we were heading in, and more importantly, the space we wanted to occupy.
Our client base was growing and we began working with several large events, placing us in a position to take on sponsorship roles, so it was time to shed the orange and take on something a little more classic.
So let’s go behind the brand and see how the inspiration came about.
Inspired by the simple line designs from Logo Modernism, we spoke with the folks at Elevate, whose portfolio embodied these objectives. An important aspect of our redesign was to not partake in its development, we did not want to meddle, instead, we wanted to relinquish control. Therefore, we only provided them with our story so far, what era of design we felt influenced by, and an image.
The Concept Behind The Shape
You probably garnered some idea of what the logo represents, however, here’s how it was perceived by Elevate:
- The design hosts 4 lines, a multiple of 8 to represent octopus arms
- The hashtag also has 4 lines
- The design represents an ampersand, an O, an S and finally, an @ symbol
After All Was Said And Done
We remember seeing the email in our inbox. Octopus Logo. What a feeling! Our new identity sat there waiting for us to uncover it, to adopt it.
So there it is, the process of how Octopus & Son got their logo.
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