Spacemade, the UK’s fast-growing provider of flexible workspaces, has unveiled a refreshed brand identity created by Wildish & Co. The rebranding reflects Spacemade’s mission to create workspaces that foster human connections and support community growth. The updated logo and visual identity highlight the company’s focus on designing bespoke workspaces in London, Birmingham, and Leeds tailored to the needs of local businesses and audiences.
The new logo features a distinctive use of the letter “S” as its central design element. The previous wordmark had sharp descenders and ascenders, which received mixed feedback. The new logo moves away from the wordmark, centering on a standalone “S” monogram. This “S,” created using negative space, evokes the idea of an open doorway, symbolizing the welcoming nature of Spacemade’s workspaces. This clever use of negative space gives the logo both simplicity and depth, making it memorable and easily recognizable. The shape of the “S” functions as a versatile framing mechanism for images or text, adding further functionality to the design.
The choice of typography plays an important role in the updated identity. Aeonik, a modern, clean sans-serif font, is used for headlines in bold uppercase letters, creating a confident and direct tone that suits the competitive, flexible workspace market. Fakt, a secondary font, is used for body content, ensuring readability across different applications. Apercu Mono, an industrial-inspired monospace font, appears in supporting materials like signage, contributing to a balanced professional look that still feels approachable.
The “S” monogram stands strong, working well in large and small formats. However, at smaller sizes, there is a risk of the full logo reading as “PACEMADE,” which may need adjustment in future iterations. Despite this, the “S” is highly adaptable and can be used across various contexts, including motion graphics, reinforcing the brand’s flexible, modern ethos.
The new color palette brings vibrancy and warmth to the identity. Bold shades like yellow, peach, and teal are paired with neutral tones such as black and off-white. This mix of bright and subtle colors conveys Spacemade’s welcoming, energetic, and innovative personality, appealing to diverse clients, from corporate investors to small businesses and freelancers.
This updated identity ensures Spacemade remains appealing to various stakeholders while maintaining consistency and recognition across all platforms. The new logo and visual system provide a strong foundation for Spacemade as it grows in the flexible workspace sector.