Have you ever had to make changes to the visual identity of a well-established brand?
Before joining Nike, Eric
was the Director of Design at SSENSE, where he led a group of ten designers and art directors on re-launching the visual identity of the brand, and creating a unified design language across all touchpoints.
In his talk, he introduces a new approach to rebranding, which could be defined as “from the bottom up.” Eric also shares how his team and him designed a flexible typographic system to adapt to SSENSE’s changing tones and attitudes, with the help of Swiss foundry Dinamo
Talking about rebranding, have you noticed the change in our own visual identity? 🤗
To fresh up our logo, Christophe
spent plenty of time looking for the perfect typeface, before stopping his choice on Cinderblock
, a sans designed by Stefan Kjartansson
. While it carries the spirit of the brand, maintaining its bold and punchy style, I believe that the new logo gives it more playfulness.
Let us know what you think! – Noemi