For the past six months, the team at Sway has been devoting time and energy to the launch of our rebrand. It’s been a long journey of logo revisions coupled with team meetings, but we’ve finally designed a brand that truly represents us. We wanted to share the process of our rebrand and what it took to achieve it, so read on to find out what went into the launch of the new culture around Sway.
With the relocation of our office to the historic Petrie building, and the rapid growth of our team and company trajectory, the squad sat down to discuss the future of the company, and what Sway meant to us.
What do you think of when you hear Sway? What do you tell people you do? We set out with the goal in mind that we wanted a company image that was fresh, modern, clean and unique. We came the realization that we were more than an advertising agency, we were an agency that did it all, from creative, strategy, media production, and management. With this, we dropped “advertising” from the brand name and decided to simply go with “Sway”; borne of this was our new tagline, “Much More Than Marketing.”
The next step was giving our old Sway logo a makeover, which now represented our new vision. Our previous Sway logo felt heavy, retro and outdated, which no longer matched the image we had in mind. We wanted a brand that lightly referenced our roots – a concept that was still bold and unique but felt more in line with 2017, with timeless sightlines. The goal for the logo was to keep it bold, while trying to build upon our previous logo, to maintain our roots, as well as ensuring it would still feel fresh and current for years to come. We wanted to focus on the interplay of lettering in a unique and graphic way. We also designed an icon that not only complimented the brand but could be used on our social media and website footer.
The overall mood was intended to be clean, modern and robust, but still feeling very approachable with a broad appeal. The colour palette is muted with a matte black, cool grays, complimented by a steely indigo blue and offset by a salmon-orange accent.
Complimentary brand font choices came once the final logo was decided upon, with two sans-serif choices supporting the design and feel of the logo. We chose Pragmatica as the header font (because seriously, what a great font name), which is a typeface inspired by Helvetica but with a lot more flavour. We paired this with Proxima Nova for the body font, which is a geometric hybrid font straddling the styles of past and future.
The Petrie Building
We added a gritty wall texture, overlayed by our brand gray in order to compliment our new space in the Petrie Building and geometric print to compliment the angles in the new logo. The Petrie building is a historic building in Guelph and has been a massive part of our inspiration for our rebrand. As such, we wanted to add something to our rebrand that showcased the building in some way, and we felt adding the unique texture was a great way to add that little piece of Petrie to our brand.