Craft, a London-based agency specializing in placing creative professionals and well-known within the design community, has unveiled an updated visual style. The new look was developed by the Los Angeles studio Sundry, founded by former Koto director Dave Raxworthy.
The previous Craft identity was built on a simple and clear idea. The logo featured patterns within squares that coalesced into a unified system, set against a CMYK base and referencing collaboration among designers. The concept was successful, yet the design felt overly naive and open. This tone did not align well with the scale of the agency’s work, which focuses on partnerships with leading studios and major brands, including Turner Duckworth, BBC Creative, and AB InBev. Craft founder Dan Crowther noted that the former image complicated dialogue with top-tier clients, whose share of all projects had already reached one-third.
In the new version, the focus shifted entirely toward typography. The Craft logo became a typographic mark with finely crafted form. Attention is drawn to precise ligatures, carefully controlled stress, and calibrated letter spacing. Every detail signals a high level of execution and care. The design moved away from bright pastel tones and decorative patterns, becoming stricter and more restrained, better aligning with the expectations of clients seeking specialists for leadership roles.
A significant aspect of the rebrand was retaining the name Craft. The word is extremely common and used by companies across many fields, from sportswear to sound recording. The agency has successfully operated under this name for many years, and the new style removed ambiguity and strengthened its positioning.
The old logo left a warm impression on the design community. It clearly communicated ideas of collaboration and creative exchange. However, further growth required a different visual tone. Sundry proposed a more mature interpretation of the brand, emphasizing professional caliber, refinement, and attention to detail.
There is no revolution in the new look, but the shift in mood is clear. Less playfulness, more weight and status. Both versions of the style deserve high praise and address different needs. Craft remains an agency for designers, with a nuanced understanding of the field and the ability to intuit it.
