Moving Brands creates identity system for Cambridge Design Partnership

Moving Brands has created an identity system for product design consultancy Cambridge Design Partnership, which is informed by a new ‘Potential realised’ positioning.

CDP by Moving Brands

CDP creates ‘first of a kind’ technology and human experience-led product solutions to meet client needs in consumer, healthcare, energy and industrial markets.

CDP by Moving Brands
Left: before. Right: after

Moving Brands says it has looked to distill the ‘passionate, human and open culture’ of CDP by communicating its story in a way that will resonate with both ‘global players’ and support growth in new markets, (CDP has recently opened its first US office).

CDP by Moving Brands

The existing positioning ‘Think differently’ was thought to be too similar to Apple’s ‘Think different’ and therefore failed to communicate CDP’s ‘innovative approach,’ according to Moving Brands, which has repositioned the consultancy with the phrase ‘Potential realised’ in mind.

While the name Cambridge Design Partnership is retained, a new CDP symbol has been created to appear alongside the wordmark to give more flexibility, and in time it could be used in isolation.

CDP by Moving Brands

Moving Brands design director Andy Harvey says, ‘This symbol and the accompanying visual identity system flowed from tensions inherent in the business – between design and science, curiosity and focus, technical and human.

‘A combination of straight and curved components form an ownable mark that feels both engineered yet human.’

CDP by Moving Brands

Rotating and cropping this symbol has allowed for a range of different expressions to be formed.

A Pressura Mono font has been used for information, supported by Kefa II pro, ‘a more human typeface’, used in text or quotes.

CDP by Moving Brands

Meanwhile photographic images focus on the team, with an emphasis on showing expertise, and innovation as well as the ‘human benefits’ of the product.

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Comments
  • Matt - November 30, -0001 at 12:00 am

    Love the elements, the breakdown sheet (shown) and the 3D render.

    It’s just a shame that all of this ‘Beautiful Fluff’ just covers up the fact it is just the three initials ‘doodled’ together in a amateurish way.

    (that read dp…oopps!)

  • Ben Wolstenholme November 30, -0001 at 12:00 am

    I think you mean ‘an’ amateurish way.

  • Julia Kay November 30, -0001 at 12:00 am

    Very contemporary sounding sell.

    Very old fashioned looking graphics.

    Very predictable film of designers and post it notes.

    Very disappointing.

  • Dan Shaw November 30, -0001 at 12:00 am

    Visually this looks great but I don’t buy into all that bullshit I’m afraid. MB are an outstanding company but spare us all the nonsense rational.

  • Dan Shaw November 30, -0001 at 12:00 am

    Visually this looks great but I don’t buy into all that bullsh!t I’m afraid. MB are an outstanding company but spare us all the nonsense rational.

  • Michael Dale November 30, -0001 at 12:00 am

    The mark is OK (and certainly an improvement on where they were) but the endless variations in size and treatment of it just point towards an identity lacking in depth. It just feels lazy. Where are all the other assets that give depth, humanity and variety to the brand?

    ‘A combination of straight and curved components form an ownable mark that feels both engineered yet human.’ Please!

  • C G November 30, -0001 at 12:00 am

    As Matt and Dan said – if they had put as much effort into its creation as they did into its application (on just about everything!) then maybe they would have something real!

    Can’t believe the clip showed the ‘other doodles’ before reaching the ‘final doodle’ which was the logo.

    For starters where is the ‘Partnership’ between the marque and typography – or were you too busy pulling the shapes apart to be pretty patterns on mousemats, mugs & pens?!

    The whole thing from the keywords & post-it notes to the rationale and application is just a load of bollocks!!

  • Carla Trang November 30, -0001 at 12:00 am

    What a crock

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