A playful new identity for Sharing Economy UK

The peer-to-peer sector trade body – whose members include Airbnb and ZipCar – has been rebranded by Supple Studio.

Sharing Economy UK, the trade body for major peer-to-peer companies including AirBnB and ZipCar, has been rebranded by Supple Studio, which has created a playful concept focusing on the idea of sharing.

SEUK was founded in 2014 and is a membership trade body for the sharing economy set up to promote the domestic sector and best practice.

Visualising sharing

Supple was briefed to create a vibrant identity that feels “established and authoritative” according to Supple Studio creative director Jamie Ellul.

“We wanted to create a simple unobtrusive logo that got across sharing in a quick and memorable way. When we hit on the idea of the two words ‘sharing’ a letterform it felt very natural and got across the concept of sharing resources very succinctly,” he says.

A set of icons has been created to show the range of services offered by Sharing Economy UK affiliated companies so themes such as spare rooms and time-sharing could be summed up visually.

Icons for market sectors

Ellul says: “We drew the icons in a very economical way, they all share angles which allows them to be locked up together in a variety of ways to suggest the sector joining forces. These lockups then form a background for the brand.”

Jim Davies of Totalcontent has worked on copy and tone of voice and a new website has been designed and built by Mud.




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  • Andy Barker October 29, 2015 at 10:38 am

    My gut reaction to the new Sharing Economy UK logo was “Ugh!”. I’ve spent the last five minutes trying to work out why. Does it feel like carrying a large tray of wine glasses across a crowded wedding reception room to anyone else? I’m expecting the characters to fall off the page and smash on the floor at any moment. I like the idea, combining the letters to emphasise ‘sharing’, but it is hard to make it look comfortable. Is it the typeface? That ‘G’ looks awkward, and is different to the G in say ‘Working together’. Was redrawing the G necessary? However, scrolling down, when all the elements come together with the icons and the colours I find it much less precarious. (Although I am getting a little tired of icons everywhere I turn!). It’s actually great fun. Just proving that branding is more than just a logo.

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