Is it time to go bold with your logo and brand?

7C3 has undergone an enormous design revamp this year – and designer Paramveer Bhachu was tasked with making it happen. Here’s how he did it

As the agency’s junior designer – a position I’d held for just a year, since graduating from university – I should have felt daunted by the task of ‘rebranding the whole company’. But in fact, I was eager to sink my teeth into a big branding project – the stakes were high, and I like a challenge!

Luckily, this wasn’t my first foray into developing a visual identity. During my final year at university, I was appointed co-brand manager of the student-led design initiative: Made in Brunel. As part of this, I helped design and implement a new agency called Above the Fold, that proudly represented students’ work. Above the Fold went on to win two awards, and my passion for branding was ignited.?

I soon realised that leaning on this previous experience was key to redesigning 7C3’s visual identity. Both brands focused on showcasing work and projects, letting the content shine. But in both projects, it was also important to showcase the culture and the people making it all happen.

In June, we unveiled 7C3’s new logo. Gone was the serif typeface in favour of a bolder, more modern approach consisting of three blocks, each representing one of our brand facets: Creative, Code and Content. We’ve been rolling out distinct and colourful content ever since, with videos and articles showcasing what we’re all about.

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So how did I approach the redesign?

First, I had to find a recognisable asset. Above the Fold’s primary and most recognisable asset was a ‘Floating A’ - plastered on social media posts, the annual book, and even the merchandise. 7C3 needed its own version of the ‘Floating A’ asset. Enter our content blocks, the foundation of the redesign of the brand. ?The blocks are not just confined to the 7C3 logo, as we have created a linear grid system, allowing them to be used across media. The blocks constantly shift to make dynamic arrangements and can be used to build up a particular aesthetic and communicate brand stories. Additionally, they can be used as frames that carry or emphasise visuals – providing depth to 2D assets and bringing the content to life. Representing this idea consistently throughout our branding was key, with a palette?inspired by emotion – the building blocks of all conversation.

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Finally, it needed personality. My aim with the 7C3 rebrand was to infuse a sense of excitement and exploration into every deliverable and design choice. As C3’s ‘London Eye’ (pun intended), it was essential to represent the city’s fast-paced and metropolitan nature – showcasing our unique personality from within C3’s portfolio and using it to our advantage. It was a difficult balance between crazy and cohesive, but the modularity of the content blocks and colours gives 7C3 the flexibility to play with and build on the brand design for years to come.

Personally, I love a brief that asks me to dig into a brand and establish what makes it tick. Brand design is complicated, but drawing from past experiences and continued creative inspiration means I can’t wait to get stuck into another project. Please keep ’em coming.?

To find out more about using design to communicate your brand’s story, email?[email protected] ?or visit seven.co.uk