Identity design

For the 100th anniversary of this brand, they wanted to freshen up their identity. The first step was to find out how we could improve the current one.

There were a few issues with the legibility of the logo and the drop shadow that was difficult to use on coloured backgrounds. We simplified the design and all-round identity to make it more versatile and easier to use.

The shape and colours of the new design are similar to make the change less jarring while still simplifying the design. The drop-shadow has been removed and the gradient is only visible on one side. This was to change the feel of the logo from a rigid square to a more tunnel-shaped object. This symbolizes the flow of information through Auxipress. The font has also been changed to make it more web-friendly and there are now black and white versions of the logo.

The logo changes were then extrapolated to the rest of the identity and branding. Also internal and external communications were adapted to the new design language.