Ascential has unveiled a new brand identity. Founded in 1947, Ascential is a well-known supplier of events, information products, and advisory services for the financial technology and marketing industries. The company operates through two divisions: LIONS and Money20/20. LIONS is a creative marketing platform that includes well-known brands such as WARC and Cannes Lions, while Money20/20 covers the fintech scene with local events and the Twentyfold intelligence platform. This rebranding reflects Ascential’s mission to lead the industry in innovation and trends.
The outdated and largely unremarkable design of the previous logo has been replaced. The old logo used the Euclid Triangle typeface with poor kerning, giving it an amateurish appearance. The new logo features a visually striking design starting with a unique “A” with a curved crossbar, which echoes the shapes in the logo’s symbol. The “a” has an extended counter, the “t” has a single curved corner, and the “e” has an ink swell. While these design choices aim to create intrigue, they contribute to an overall haphazard appearance.
The emblem consists of various thicknesses, but the overall assembly seems odd. The outlines of the icon’s components appear awkward, and the outer terminals seem to have been inadvertently snipped. Despite these issues, the emblem is central to the new identity and appears in various compositions and patterns that become more intriguing when animated. The design highlights flexibility and dynamism, essential for a business operating in rapidly changing industries.
Although the relationship between the elements can sometimes seem tenuous, the shapes of the emblem are integrated into the identity through various applications. For example, the patterns created by the icon are attractive when animated but don’t always make sense about the brand’s core offerings. The chosen typeface blends Rando’s Roman and italic versions with several Yellix weights and does not create a pleasing combination. This discordant style undermines the overall cohesiveness of the brand identity.
The new visual identity also incorporates graphics to revitalize the Corporate Memphis style. These humorous black-and-white drawings featuring a dog peeking out of a hat add a lighthearted touch. However, their relevance to Ascential’s identity and services is debatable. While the artists’ attempt to make these images a central visual element is admirable, their connection to the firm’s products is unclear. This disparity makes the overall design seem haphazard and disconnected from Ascential’s core goals and principles.
The rebranding effort aims for visual appeal and modernism but falls short of developing a cohesive and meaningful brand identity. Despite their excellent individual execution, the typeface and graphics do not blend harmoniously. This fragmented approach diminishes the potential impact of the new brand identity, making it seem more like an interesting collection of parts than a cohesive whole.
Ascential’s new brand identity features a significant visual difference from its previous iteration. While it’s clear that an effort was made to create a unique and modern appearance, the execution needs improvement. Each design element is visually appealing but fails to communicate the company’s principles and offerings effectively. This rebranding exemplifies the difficulty in balancing consistent brand storytelling with innovative visuals, an essential skill for businesses looking to lead their sectors.
In summary, Ascential’s new brand identity attempts to remain relevant and interesting but fails to produce a visually compelling, coherent, and meaningful story. The unique “A” in the logo and the lighthearted graphics are intriguing but do not come together to form a cohesive brand that effectively conveys the company’s goals and advantages. This rebranding initiative serves as a reminder of the challenges and risks involved in changing a brand’s visual identity, especially for an organization with a long history and a wide range of products.
