We wanted to keep the recognition and equity built from their original Memphis inspired lettering, but make it more legible from a distance, celebrate collaboration and identify new ways to flex their visual system.
The way we now work across disciplines and across the globe needed to be reflected in IDEA’s brand. It was clear that the organization needed to revisit their identity and voice in order to reflect a collective vision.
Color is influenced by the Memphis design movement and its wild iterations of cross discipline collaboration.
With the ability to separate and combine the colorful letters, the brand identity is also flexible allowing it to change as the design industry changes over time.
Now, IDEA is dramatically different than when it started, but still recognized for its inherent integrity.