Becoming the Playhouse of Service Design
We have been growing steadily and in 2015 – 2016 we started to become a serious player, developing our own methodologies and extending our Service Design towards UX Design. In this process many of our employees and customers lost touch with the original Koos, our funny character. Was he still the right representation of our company?
We saw the urge to reinvent ourselves and have a more solid and powerful logo to claim our new position; The Playhouse of Service Design. We want to be the place where the best designers gather to solve complex challenges while having fun together. At the same we did not want to lose the flair and recognisability of our original brand.
Evolution or revolution?
Cristina Zanon (mother of the first Koos) set out to develop the new concepts. We needed our logo to be solid, strategic, claiming expertise. At the same time however we did not want to lose our bold playfulness and adventurous attitude. A sweet paradox and a thin line at the same time.
Making it ‘mand’ (bold)
Trying to make the new concepts work we wrestled with the translation and implementation of our new identity; How much playfulness and seriousness do we want? To quote a good friend of mine:
“I am already so extraverted that I need to dress down to keep the balance. I wear black. To much colour is not good for me.”
And that’s how we nailed our new logo. Solid, bold and simple, yet with and with a little twist and hint to our heritage. Let us know what you think!
