The Brief
It’s time for a brand refresh. Off the back of their growth success, Global Student Living wanted to refresh their logo and branding to better reflect their reach and size. Part of the brief was to drop the text from their logo and use the initialism (GSL). However, this was only for the short-term, ultimately they wanted to simplify the logo down to just the brandmark.
We were also tasked with revisiting their branding communications. They needed graphics they could use across all communications that would ‘nod’ to what had gone previously but that would provide a more structured and confident presence. This of course involved establishing colours, typefaces and a formula for graphics.
Part of the brief was to ensure their communications could talk to three different audiences using variations of the branding and to allow a flexibility in the logo to incorporate sub-brand names.
Deliverables
Logo
Branding
Icon Set
Illustration Style
Brand Guidelines
Awards
Conference Collateral (large format)
Social Media Templates
Report Document (printed + digital)
The Solution
The brandmark itself was already established, worked well and wasn’t going to change. It represents both, a room and the letter G, still appropriate. This left us with the challenge to incorporate the initialism GSL in a way that would sit comfortably with the brandmark – so the two things felt like they belonged to each other.
Selecting a typeface that had the same presence as the brandmark was the first task, we then worked with this to create bespoke lettering hiding parts and clipping areas to deliver a balanced solution that sits perfectly alongside the brandmark. The letters are cut at the same angle as the open door (30°) and appear to be emerging, rising up, revealing the data GSL uncovers and reports on.
Logo Development
GSL liked the logo solution we presented so much, they scrapped the idea of losing the initialism in the future. Happy happy happy!
Part of the brief was also to find a way to include all their sub-brands. We did this with words only, to keep it clean and clear. Gulp provided a flexible formula allowing additional text to sit to the right of the new logo for any sub-brand text required.
Three voices
GSL have three audiences (students, professionals, investors). Each one needing a slightly different graphical tone. The solution to this started by developing a more structured ribbon style banner inspired by what had gone before. The key here was to develop something that could be recreated in any situation but to a formula – consistency being key to any brand communications.
Each audience has the ribbon in some form. It’s colours become more “corporate” and the ribbon becomes more refined the more serious the conversation becomes.
Report Document
Alongside the brand development, there was the need to publish the GSL cubo report. The perfect chance to apply the new branding rules – as they were being developed – to a new document to create something really worthy of the GSL organisation.
The App
This also gave us the opportunity to reskin the app, adding the branding to various parts in both, light and dark variants.
Illustrations and icons
Gulp also developed a full suite of icons along with a formula to enable additional icons to be created and rules around how they should be displayed.
Part of the process also included coming up with a unique illustration style allowing just a little of the GSL personality to come across in chosen collateral.
Growth is good
Sometimes companies just outgrow their branding! That’s exactly what happened here and why they came to Gulp for a more fitting look. If your not reaching your desired audience, it may be your brand that’s holding you back. Get in touch to see if we can work together.
