Identity, Brand Style Guide
CLIENT: THE CURRENT GLOBAL
The old handwriting logo didn’t represent anymore their concept of the current, the present time and the global. Asked for a more clean, edgy, modern and bold identity.
I created a completely different logo from their original one. Stronger, young and dynamic. I based my idea on the strength and flexibility of the 2 women in charge of the company, very different from each other but very complementary.
I used an optical illusion to make the viewer to perceive both the initials:
the reversed "C" (CURRENT) and the bulky "G" (GLOBAL)