The studio’s evolution is noted with a looser, updated logo with free-form shapes and a bright color palette reflecting the energy, passion and curiosity channeled into the company’s projects.
After 10 years, animation studio Animade rebrands and set out to make the world a bit more characterful. Teaming up with design studio Koto has taken the animation studio on a journey of reflection and rediscovery - a chance to refocus and reaffirm. The rebrand was seen an opportunity to better represent the company’s values; to express passion; to nurture curiosity; to keep learning through play; and to be supportive, open, and honest within the creative community.
To reflect a natural evolution as a studio, the old logo was kept, but with changes. The old infinity loop has become a looser, more hand-drawn pair of circles which sit above the ‘i’ like an inquisitive pair of eyes. As part of the new logo lock-up, the sans-serif typeface Dazzed by Prague-based type foundry Displaay is now being used. It combines strength and simplicity with more quirky and fun elements.
The new website showcases projects, offering a space for people to get a real sense of who Animade is. The new Play page, gives a proper home for the ‘play projects.’ The process has reinvigorated confidence in these projects and laid bare their importance. The creative team learns through play and the rebrand needed to capture that.
The studio’s logomark pops up all over the site in free-form shapes, creating a happy cast of characters on every page. The color palette across the site and all communications leads with the studio’s signature red and is boosted by a playful set of bright colors, balanced out by black and white for logos and text.
For the launch, Animade made an animated film to dial up the celebrations. Acting as a visual introduction to the rebrand, the film bounces with the energy, passion, and curiosity that is poured into every project. Bringing the logomark to life, the film sees two single circles pinging their way through a colorful world before eventually coming together over the Animade logo.
“For us, the rebrand is more than just a new take on our logo and website,” explained Animade director Tom Judd. “It’s the refocus on our openness with the industry and our followers, a renewed energy in our playtime projects, and a realization of how the work we’re doing always matters, even when it can’t be measured in hits, likes or reshares.”
Koto has also created a set of style guidelines to bring clarity to the rebrand combining the more functional elements of the website, like the typeface and our tone of voice, along with the more adaptable, fluid shapes and bright colors in the brand film.
“We’ve been fans of Animade’s work for a long time, so it was a pleasure to work with them,” commented Koto creative director, Tim Williams. “Their culture and creative approach align closely with ours, which meant we could work very openly and collaboratively.”
“Animade’s new bright and bold visual identity puts characterful creative at the heart, which is fitting, because it’s what we’ve been doing since the start,” added Animade managing director Jen Judd. “It’s a testament to everyone who has and continues to shape us – from our past and present Animaders to our clients, interns, freelancers, Fanimades and the incredible creative community around us. Your support drives us to be better, so thank you. We promise to make the next chapter as bursting with passion and energy as the last.”