A flexible identity for Speed Communications
Soapbox & Sons has rebranded PR group Speed Communications, creating an flexible identity formed from elements of the company’s initials.
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.
Hmmmm… ‘Split to show connection’ bit of an oxymoron.
The knocked back ovals seem a bit pointless given they only relate to two of the four edges.
Looks like one of those logos where an explanation is required with each deliverable.
🙁
I would have to agree, sadly I think this is one of those classic examples of design over content. It doesn’t seem finished some how.
I like the design, from the use of the Cs to form an S, to the subliminal S created in the negative space. As for connectedness, I see that in the knocked back circles feeding back into the white forms. I’d be interested to know the reasoning behind the use of the four foundation circles–perhaps representing 4 elements or internal values for the company? It’s always more clear how designers arrived at a logo if one has access to the original brief.