Commisioned by Generation
Brand Identity: Sebastiaan Smink & Boris Acket
Brand Strategy: Sebastiaan Smink
Graphic Design: Boris Acket
Generation assigned us to design a new identity for their company brand. During the identity workshop we found that Generation is a company with many faces. On the one hand they are the new kid on the block, trying to push the boundaries on work and company culture by implementing the philosphpies of Ricardo Semler and other ways of corporate re-engineering. On the other hand the company is confined by the expectations of their industry peers, which holds them from being to radical and provocative in their ways of working and communications. We designed an identity that lets the brand be fun, radical and countercultural within the realm of 'the know'. By creating a typebased identity with the most common letterface of all, Helvitica, we laid the base for a recognizable and trustworthy visual aesthetic. We gave Generation the tools to give their own spin on this very 'boring' identity by letting them draw, underline, annotate and circle on top of typographic style. By this Generation can make a (visual) statement and still keep a familliar and trustworthy appearance.