Peter Schmidt Group, a well-known branding and design agency, has introduced a new logo as part of its visual identity refresh. This update reflects the agency’s history while embracing a modern look, essential for staying relevant in today’s creative industry.
The previous logo featured a simple depiction of an elephant, which, though recognizable, lacked depth and character. The design was minimal, and the wordmark, set in an extended sans-serif font, was functional but not inspiring.
The new logo takes a more detailed and character-driven approach. The elephant icon has been reimagined with intricate features, including a blanket that carries cultural significance. Each office of the Peter Schmidt Group is represented by a unique pattern on the blanket, reflecting the diversity and cultural richness of the agency’s locations. For example, the Munich office is symbolized by a diamond pattern similar to the Bavarian flag, while colorful azulejo tiles represent the Lisbon office. This personalized approach makes the logo more dynamic and reflective of the agency’s diverse presence.
The wordmark accompanying the elephant has also been updated. The previous sans serif typeface has been replaced by a more modern and robust custom typeface. This new typeface complements the detailed elephant design, offering a strong yet elegant look that aligns with the agency’s identity. Using a custom typeface helps the agency stand out in a crowded market where typography plays a crucial role in brand identity.
Color is another important aspect of the new branding. The primary color, a deep blue, is a classic choice that conveys professionalism and reliability. While this color choice is safe, it is balanced by other elements in the visual identity that incorporate more organic and digital motifs, adding texture and depth to the brand’s overall aesthetic.
Beyond visual elements, the new identity includes a unique sonic branding component. Developed in collaboration with sound-branding experts and inspired by elephant rumbles for long-distance communication, this sound is incorporated into the agency’s corporate identity. This sonic branding adds a distinctive auditory signature, enhancing the brand’s presence across multiple senses.
In summary, Peter Schmidt Group’s rebranding is a significant step that honors the agency’s history while looking forward. The new elephant logo, with its rich details and cultural references, adds depth to the brand, while the updated wordmark and color palette bring a sense of modernity and professionalism. The introduction of sonic branding further distinguishes the agency, offering a unique, multi-sensory brand experience. This rebrand positions Peter Schmidt Group as a leader in the evolving world of branding and design.
