Our new visual identity embodies this creative spirit and pairs it with the friendly yet minimalist aesthetic. The result is a fresh and distinct identity that can take center stage when needed while being confident enough to step back and let the work shine.

HUE+CRY

Rebrand

 

LOGO + WORDMARK

The new logo combines the structured nature of our work with the playful spirit of our studio. Built on a simple grid, the logo works as a variable system with interchangeable iconography. This framework gives us a unified, yet flexible, design system for our brand.

The wordmark takes a no-nonsense approach, leveraging crisp, minimalist letterforms that have been meticulously crafted, resulting in a balanced, monolithic appearance.

ICON SUITE

Our ever-evolving icon suite is derived from the variable logo system. Each iteration retains the H+C letters for brand consistency, but either changes the smiley framing or replaces it entirely with another element. These elements are intrinsic cues to HUE+CRY — whether a mood, expertise, or insight.

TYPE

The brand’s primary typeface is GT America Expanded Black. Bold and confident in posture it helps convey our straightforward, yet distinctive, design approach.

Inter, our supporting typeface, is both functional and friendly. Its simple utilitarian nature matches well with our clear style of communication.

The rest of our design system uses a utilitarian minimalist approach. There are restrained type layouts, limited type sizes, a spare color palette, and a dash of workaday humor in the copy for a sensible appeal.

This aesthetic stands out with confidence in the various collateral assets and when used in conjunction with our work it provides a clean framework to let the art shine.

COLLATERAL

READY FOR TAKEOFF 🚀

Every good rebrand deserves a proper rollout, this was no exception. Our launch happened over three weeks with synched postings of teaser animations, launch videos, and numerous graphic posts across our owned channels.

 CREDITS

Executive Creative Director
Magnus Hierta

Creative Director
Matt Darnall

Art Director
Luis Roca

Design
Trish Janovic
Lauren Detling Cash
David John Reyes

2D Animation
Lauren Detling Cash
David John Reyes
Luis Roca
Murilo Almeida

3D
Travis Schmidt

Brand Design
OMFGCO
Lauren Masterson
Jordan Metcalf
Megan Snelten
Tom Ahn

Web Developer
Rodrigo Abril

Sound Design
Jennifer Pague

Executive Producer
Scott Friske

Head of Production
Jeff Bybee

Producer
Cloie Leger Watson

Production Coordinator
Meagan Shawron