There’s a saying in business that changing your branding should be a ‘symbol of change’, rather than an excuse to simply ‘change a symbol.’
The first time we’ve undergone a serious rebrand in 22 years is a symbol of a changing Naked, evolving to stay up to speed with the world around us. Our core values and beliefs we live by remain as relevant today as in 2002. But in truth, our message had become muddled. Our overall look and feel, rather dated.
So, we took to reinvigorating the whole thing. Redefining our voice and message. Keeping some of the key elements (for instance, our purple) but giving the Naked brand a new lease of life.
The update is intended to be an evolution, especially in regards to the logo – picking up from where the informal handwriting style of our previous logo left off to a more impactful and modern take on it – still carrying that open, honest, stripped-down Nakedness that has been with us all these years.
The identity is more focused on digital use – we’ve refreshed the colour palette, with a new more vibrant purple set against a much deeper tone. A combination that works really well on screen, giving the elements of the identity some real impact. The palette is kept simple, not too many colours (that would be overdressing). Typography is varied and playful – we wanted to use our tone, messaging and the styling of our type to really create the sense of enjoyment that comes from our craft and creativity. Again, not overdressing with too many different design elements.
Dave, our Founder, has lived with the branding for past two decades, and here’s his comments on the update:
“Naked is a different proposition to what it was 22 years ago. We’ve become more confident and the work that we produce for our clients continues to excite and inform and most importantly gives them more confidence in their brand and marketing. And now, we needed to do the same with our brand.
Being creative, playful, expressive and showing off what is best about people and organisations is what we do. Stripping back the layers and finding out what’s really special and exposing that uniqueness. Hopefully, that’s what our new brand shows. Creating joy and confidence.
It’s such an exciting time and also a little bit scary. We now know how our clients feel as we’re sat here on the other side of the fence.”
