Our brief was to rebrand tech giant Radeon (part of chip manufacturing company AMD) to reflect its new goals and aspirations.
Radeon makes cutting edge graphics cards, which are found in everything from Sony's PlayStation 4 to Apple computers and various desktop PCs and laptops. Radeon is part of a multi-billion dollar industry, but recently the company had lost its direction. It got stuck in a rut, producing marketing materials that lacked focus and didn't really hit the mark. We were brought in to realign the business, focusing Radeon with a more 'consumer tech' approach as opposed to the overly masculine and fussy design style, usually seen with the graphics industry.
Radeon recognised that its products appeal to a much broader audience than the industry currently targets and it was our job to reflect this in the branding.
Our first step was to move away from the overly used and somewhat stale 'masculine tech' style that Radeon and its competitors had adopted and instead focus on a more minimal and clean approach.
We did this by realigning Radeon with companies in the consumer tech market; companies such as Google, Nest or Apple. It meant a simple wordmark with a hidden element, subtle design direction that included minimal layouts and a stripped back colour palette with lots of white space to allow the content to breathe.
We also wanted to position Radeon at the forefront of design trends adopting a progression of Flat Design called Material Design (or Flat 2.0). We did this by utilising bold colour choices, edge-to-edge imagery, large scale typography and lots of intentional white space, which typify this approach.
We looked at nature to inform and provide a foundation for the logo design. The letterforms were constructed from a pattern known as the Flower of Life, this geometric pattern underpins a variety of structures and shapes found in the natural world. At the core of this pattern is a perfect cube. Just as the pixel (another cube) is the building block of computer graphics. This became an important aspect of our design direction.
The pixel became our building block and informed the characters found within the logo, the monogram, product nomenclature as well as image art direction.
We created a clean and striking logo based on a brand identity that appeals to a wider range of people. No longer are Radeon the stale 'masculine tech' brand, they now have a new sense of purpose, a new way of communicating their 'consumer tech' aspirations. It's cleaner, less fussy and ultimately provides a foundation for the brand to build upon.
The rebrand is an ongoing project for us but we've already seen a lot of success. The first product Radeon has released since the update, the RX 480, has been extremely successful and the logo has resonated with fans as well. We've even had a fan create an entire font based on our work! https://imgur.com/a/n2G6W#fUbY5p0)
Finally, since we started working with AMD Radeon its share price has risen from 2.14 to 6.27, a massive 192% increase. Not that we’re claiming all the credit for that...