For Hue+Cry’s rebrand, this meant more negative space. The new identity’s aesthetic called for more black, more white, and less hot pink and magenta to allow its projects to breathe. “After discovering this, it became clear we had to think bigger about the brand as a whole,” says Darnall.
Working primarily in black and white and utilizing classic typography like GT America and Inter, the rebrand unveils itself with a minimalist look allowing Hue+Cry’s energy, boldness, and enthusiasm to subtly yet confidently shine. Its simple design keeps its recognizable and distinctive name as the hero.
To go with the hero mark, Hue+Cry has a library of alternate logo marks that express its capabilities, interests, and ability to adapt all while remaining on brand. The modular nature of the alternate icons bring a lot of animation and design possibilities to explore. “It allows the brand to grow as we grow –– which I think is a strength of the new brand,” states Darnall.
As part of the rebrand, the studio collaborated with Portland design & branding shop OMFGCO. “Obviously, we design at Hue+Cry –– but if we were left alone to do our own rebrand, we’d still be working on it!” quips Darnall. “Their perspective proved to be invaluable for the design process of our rebrand project. They’re fantastic at what they do, produce extremely polished work, and are similar in size to our company. We really appreciated the similar levity in their work that we value in ours, which was an important quality for our partner to have.”
OMFGCO was not the only key player in Hue+Cry’s visual refresh. The logo by OMFGCO, wordmark, and type design language was just the beginning. Hue+Cry then had to roll it out to dozens of applications before it was go-time.