ANSR’s New Logo Shines a Bright Light on Our Future
We began the design process by looking at where we were currently, analysing the strengths and weaknesses of the existing brand identity. We also looked at opportunities around simplification and a more considered approach to typography and colour to better portray a feeling of prestige, thought leadership and strength. However, we didn't want to dismiss the psychology and symbolism presented by the circular motif as it represented completion, wholeness and unity.
The New Logo Mark
Based on many hours of discovery, we set out to build a revamped brand identity that represents collaboration and partnership – and also a light shining on future opportunities. The strength of the original logo mark also inspired us to explore naturally occurring geometrical patterns. It is said that every natural pattern of growth or movement comes back to one or more ‘sacred’ geometric shapes – and these can be seen in patterns throughout the natural world.