Goodby Silverstein & Partners Design & Branding LOGO by Goodby Silverstein & Partners San Francisco


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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market United States
Agency Goodby Silverstein & Partners San Francisco
Released January 2011

Credits & Description

Category: Logo Design
Product/Service: AGENCY IDENTITY
Date of First Appearance: Jan 21 2011
Entrant Company: GOODBY SILVERSTEIN & PARTNERS, San Francisco, USA
Co-Chairman/Partner: Rich Silverstein (Goodby, Silverstein & Partners)
Co-Director of Digital Imaging: Mike Chamorro (Goodby, Silverstein & Partners)
Media placement: Logo - For Use On Business Cards, Letterhead, Memos, And Other Branding. - January 21, 2011 - Present

Describe the brief from the client
The goal was to create a new identity for the agency that would signal a new era. The design needed to work in static form as well as in motion, and ideally it should capitalise on the shorthand name for the agency: GSP.

Describe the challenges and key objectives
From the very beginning, the agency always used the building they were housed in as its identity. As it has grown and is now in multiple buildings and cities, this solution no longer was relevant, but the classic quality of those past identities needed to still play a part in the new identity. That fundamental passion for craft and design is a foundation of the agency. There had to be a sense of the old and the new in the design.

Describe how you arrived at the final design
After playing around with various renditions of the letterforms - from modern typography to more genre-specific - we arrived at a solution that was born out of classic monograms.

The forms are purposely somewhat rough, in reference to hand-drawn type. But we have stripped out secondary decorative elements so it has a more modern, austere feel.

Give some indication of how successful the outcome was in the market
The audience is both internal and external. Everyone has embraced the new identity, and it is being implemented in all agency materials.