“Create a Better Tomorrow”
BrandThink is a video content and communication platform for a global community of thoughtful creatives dedicated to the idea of a better tomorrow. BrandThink needed a change that would lay a foundation for their future. We helped them to strategically simplified and transformed their businesses, products, and entities into one. The new brand/platform was launched in late 2020 alongside a new mission statement and a renewed commitment to connect art, people, and society in order to create a better tomorrow
ABOUT B
The first design is based on the concept of ‘Unbrand.’ Since the word ‘Brand’ is included in the name, we felt it was important to minimize the logo’s character to allow for greater flexibility and to avoid overlapping or excessive messaging. As the platform hosts a wide range of content, the logo is designed to be as simple and clean as possible, putting the focus firmly on the content within the platform.
The second design is inspired by the brand’s core idea of ‘Thinking Forward.’ It is an evolution of the ‘greater than’ (>) symbol from the previous logo, representing progress, momentum, and forward-thinking innovation.
ABOUT A
The logo communicates based on three core beliefs: ART, PEOPLE, and SOCIETY. The Brand Identity design evolves the logo by combining the letters ‘B’ (Brand) and ‘T’ (Think) into a single, integrated mark into a single form, symbolizing the idea of collapse and cooperation between the two ideas. Additionally, the two connected negative spaces within the letter ‘B’ are utilized as screens for displaying images or videos. These empty spaces are intentionally emphasized to serve as storytelling areas for presenting various content.
Easy to use, easy to remember.
The client chose A-Cut because it presents a clear and distinctive brand mark—easy to use, easy to remember, and visually impactful. The concept reflects the idea of a ‘collapse’ between two elements: Brand and Think, effectively communicating the overall essence of the brand.
