Client : Atticus Digital :
Project : Rebrand & Roll-out Across All Media :
The concept was born out of the tagline 'complex made simple', a distilled message that encompassed the company ethos. My aim was to reflect this through a clean, modern design that was stripped back to it's most elegant, simplistic form. Every character considered; every piece of kerning scrutinised.
It is primarily designed for digital use and therefore lends itself to a more forward thinking dynamic. The full logotype animates and collapses down to an abbreviated symbol 'AD' and can loop periodically. This simple, bold 'AD' symbol is specifically targeted at both mobile devices with limited screen real estate and also social media profile icons. These are typically housed within a square or circle, with the full company name displayed beside.