Be bold or italic, never regular.
Newton Print | Brand identity & print design
Newton Print came to me wanting a brand refresh, to bring newness and a more creative, modern approach to their look and feel.
Newton Print felt their image was feeling outdated and not very uniform or cohesive. It was time for a change, but they felt their logo was very recognisable so wanted to retain the essence of it, but with a facelift focussing on the colours and type. It also only worked on a black background which they felt had become very cumbersome, and the shape of the logo meant it was difficult to use in a roundel format or on social media where the canvas size is much smaller. They were keen to retain the 'burst of colour' within the logo, as it represented the colourfulness of print, but it needed a more modern palette and take.
The refreshed logo marque took the shape of a more natural dotted pattern, radiating out in a slight spiral, featuring softer and more muted colours. The logo elements were changed to align left, giving a more natural way to read a logo or piece of type from left to right, with the logo marque now also feeling more integrated with the type. The type itself is larger and bolder, giving more emphasis between the two words and has a more professional feel to it. It was released from any sort of holding device so it could be used more freely and have clean space to breathe around it.
Brand guidelines were also created, including a simple monogram version of the logo, a new colour palette that features bold pastel tones that give a nod to the brands heritage and quality, whilst keeping it modern and fresh. Simple yet characterful icons and playful typographic pop out assets for the website, along with a quirky and playful tone of voice, introduced to give the brand an extra level of personality.
A photography style was also introduced, to make the most of showing off the products and pieces they create through their creative printing service. Using duo-tone and trio-tone backdrops, combined with contrasting brand colours and neutral natural textures, setting products in interesting geometric angles to shoot portfolio product imagery.
"We hired Emily to conduct our brand review and refresh process and it was one of the best decisions we’ve made! Emily took our (rather scattered) thoughts and pulled them together, blended a good dose of her own creativity and experience producing a refreshed brand identity that we are immensely proud of. She then wove the new brand identity throughout all of our collateral and channels, leaving us with a consistent and beautiful brand. We regularly receive positive comments from our clients on how attractive our brand and packaging is, so the complements really should be passed on to her!"
Simon Besley - Sales and Marketing Director, Newton Print