Staff Reporters
Sep 18, 2019

What's the meaning of this? The new Essence branding

A reworking of the agency's logo and overall style aims to better convey "the meaning in our name" and "evoke the balance between ideas and data". What do you think?

What's the meaning of this? The new Essence branding

Essence has unveiled the results of a nine-month rebranding process done with design studio Ueno. As with most such projects, the aim was to "translate the things that make us special into a modern brand experience", the company said.

Here's the thinking behind some elements of the rebranding, straight from the company itself.

The logo:

...utilizes descending font weights to convey the meaning in our name; specifically our ability to help clients get to the simplest, most efficient—and most effective—articulation of an idea.

The brand colours:

Originating out of the aerospace industry, International Orange was developed to set objects apart from their surroundings. For Essence, it distinguishes us in the marketplace while conveying the energy, positivity, and optimism we’re known for into our website, social channels, and our work around the world.

The fonts:

...we wanted to balance our data-centric business with an editorially-led verbal identity with a more conversational tone. Our style guide pairs the robust serif Cambon (from General Type Studio) with the rational and clear Sharp Sans (by Sharp Type Foundry). 

The website:

Our new site is a platform that celebrates our mission and elevates the unique combination of creativity, technology, and people that differentiates us. Designed with four principles in mind, the site seeks to create clarity out of complexity for users, convey Essence’s disruptive influence in the industry, evoke the balance between ideas and data at the heart of everything we do, and represent our willingness to constantly learn and improve.

 
Source:
Campaign Asia

Related Articles

Just Published

6 hours ago

Agency Report Cards 2024: We grade 25 APAC networks

The grades are in for Campaign Asia's 22nd annual evaluation of APAC agency networks. Subscribe to read our detailed analyses.

7 hours ago

Agency Report Card 2024: BBDO

Amid challenging markets, BBDO is leaning on its creative capabilities while developing new technology skills to adapt to the new world of marketing, but this is still a work in progress.

9 hours ago

Move and win roundup: Week of May 12, 2025

Start the week with updates on people's moves and business wins at Spotify, Wingstop, Cartology, Mahlab, and more to come.

10 hours ago

ChatGPT, conversational AI and the shift from ...

As generative AI evolves, a prompt-first economy will drive commerce, and it will be based on relevance, accuracy and structured data, predicts Lionel Sim, founder of AI Capitol.