Interbrand behind new identity for Currant Bun

This week News International is relaunching its free Internet service provider, Currant Bun, with an identity by Interbrand Newell and Sorrell. The original title was taken from rhyming slang for The Sun newspaper.

In a bid to widen its user base, the media group is relaunching the service as Bun.com, following a site redesign by iGroup. The original website was designed in-house by News International Digital Publishing head of design, James Law, according to a Bun spokeswoman.

A bun wordmarque, instead of a separate logo and name, has been created. It originated from an animation rather than from print, says INS digital branding consultant Glyn Britton.

“We think this is the right way to design for interactive media and it means that the wordmarque feels alive. It can be animated in lots of different ways, he says.

INS has created a Bun typeface and a family of icons to give a distinctive look across all marketing communications, which break this week in a £10m campaign.

The relaunched service is targeting first-time Internet users ranging in profile from readers of The Sun to The Times. It has been designed to contrast with the directory styles of rival portals, says a spokeswoman.

INS was appointed in the middle of July.