After 12 years of great success in the world of strategic research, Sundance identified an opportunity for change. They wanted to re-frame the business with a new offer and to reflect this change wanted a new identity to match.
Their previous logo was a sun of complex layering and colour, which was both difficult and expensive to use.
Sundance wanted a brand with more structure, without being too rigid.
To achieve this we created a bespoke typeface from simple geometric shapes as the base for both the logotype and a system of icons and symbols. The system is influenced by the Bauhaus design movement, and is used throughout their printed and online material.
The new identity evokes progress, ambition and positive change. Importantly the new identity and communication system are easy for Sundance to use, and easy for their clients understand.
The over lapping shapes hint at the complementary style of the business partners and their collaborative way of working — both with each other and with their clients. The colours highlight the vibrancy and dynamism of the work of Sundance.
We are delighted with the fresh new look of Sundance.