A beloved agency that i have long since been following has updated their identity by choosing to simplify things. I sure am going to miss the negative space classic that was their old logo and all the stuff they could do with it.
First some history, It was only back in 2007 when the then Enterprise IG became the brand union (they grow up so fast). The company at the time was looking to consolidate its 21 international offices. Being made of leading design agencies accross the globe the name was a no-brainer and the resultant effect was wonderful. The negative space composition was refreshing and somewhat different from the typical mundane agency logos at the time.
By the way in case you're wondering and are unaware, Brand Union have been responisble for some of our most popular brands in Nigeria aside from their international portfolio.
With experience spanning the better part of 30+ years (including the enterprise IG days) they've been around for a while so i guess they thought it fit to reposition and make a change for the new year.
Obviously drawing inspiration from its predecessor, the new logo is sort of like an upgrade. You feel a sense of growth within the ranks even if you're not a part of it. I like the bold geometry and the attempt at compacting it to create an easily recognisable icon, but i'm not so crazy about the applications i've seen. The 'chameleon-window' thing on the new site is somewhat played out, its almost too cutting edge contemporary artsy. I would've wished for something a bit more original and dynamic (just like the old identity) but maybe i'm just grasping at straws.
But, in all. its partially a step forward, maybe in time more will come to fully re-establish the dominance of this global agency.
Get the full gist from the horse's mouth and let me hear your thoughts in the comments section.
Jah Bless.
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