The new look is based around an ‘S’, which is split to show both the ‘S’ and ‘C’ of the name, aiming to reference the idea of ‘connecting’ inherent to a PR company. This is used alongside a sans serif wordmark.
Jenny Theolin, Soapbox & Sons founder and creative director, says the project came about through a recommendation and an existing relationship with Speed managing director Kate Bosomworth.
Speed Communications was looking for a new identity following a merger with KTB PR in 2012, so it was thought a ‘fresh look at the brand would help unite the two agencies’, says Theolin.
She adds, ‘They wanted an identity that not only summed up their business, but one that was iconic and confident.
‘Their vision is to be recognised as the most proactive, creative and commercially driven PR agency to work with, so a solid no-nonsense approach was also required.’
As such, the logo is primarily set in mono, though a secondary, brighter colour palette can also be used.
The identity is used across all touch points, including stationery and interior graphics.
The new Speed Communications website is being designed by Dan Bull of Observatory, and will launch in full later this year.