When a studio has strong visuals and strong frame-by-frame animation, its brand identity often takes a back seat. With SAND, things turned out differently. Following a major rebrand led by Swedish designer Frida Ek, the studio dropped its former name, Sand Visuals, and shortened it to SAND. Along with the new name came a new identity, one more closely aligned with the studio’s core values. The foundation is built on quality, tactility, a love of the frame’s history, and precise work with form.
The short name gave the project a clear foundation. The word SAND brings together two layers of meaning. The first is associated with sand, play, freedom, curiosity, and manual labor. The second leads to polishing, craftsmanship, and refining the material to the desired state. The entire new structure grew out of this combination. The brand is built on the union of a lively gesture and a refined presentation, and the studio’s slogan continues this theme by combining playfulness with a polished result.
The previous logo resembled a decorative seal from a small creative workshop. The phrase “Studio Content Production” circled, punctuated by dots. At the same time, the center featured the SV monogram with a star and an irregular inner outline resembling a hand-stamped mark. The old version had its own charm, though it pulled the studio toward the generic style of small production companies. The new logo breaks away from this scheme almost entirely. It is now based on a single word, SAND, set in a bold black sans-serif font. The main emphasis is on the letter A, transformed into a triangular shape without a crossbar. The geometric wedge between the S and N gives the name the right rhythm and makes the mark memorable. The pyramid hidden within the word evokes sand, craftsmanship, and the sense of something built to last.
The entire system surrounding the logo maintains a cohesive sense. The identity is based on simple compositions, large typography, and a restrained structure. The color palette leans toward warm, soft, earthy tones associated with sand and nature. This allows the brand to maintain a balance between purity and vibrancy. The project also features a new photographic style. It is built around soft colors, grainy film, and the tangible texture of the frame, bringing the theme of sand back not just through words, but through the visual experience itself. The studio has maintained a connection to craftsmanship, objectivity, and a love of history. Still, it has created an image of all the parts coming together into a single cohesive system.