The modular nature of the alternate icons bring a lot of animation and design possibilities to explore. To go with the hero mark, Hue+Cry has a library of alternate logo marks that express its capabilities, interests, and ability to adapt all while remaining on brand.
Its simple design keeps its recognizable and distinctive name as the hero. Working primarily in black and white and utilizing classic typography like GT America and Inter, the rebrand unveils itself with a minimalist look allowing Hue+Cry’s energy, boldness, and enthusiasm to subtly yet confidently shine. “After discovering this, it became clear we had to think bigger about the brand as a whole,” says Darnall. The new identity’s aesthetic called for more black, more white, and less hot pink and magenta to allow its projects to breathe. “To put it simply, we wanted the brand to get out of the way and let the work speak for itself and to do that we had to simplify,” admits Darnall.įor Hue+Cry’s rebrand, this meant more negative space. While the studio prides itself in 2D vector based work, they also love painterly illustration, sophisticated graphic design, cel animation, and 3D executions that are both shiny and not shiny along with everything else in between. Taking stock of its challenges, Hue+Cry also had some secondary illustrations on the site that were part of the past brand that pigeonholed them into specific executions like flat 2D work.
“The bold, bright colors and wall-to-wall imagery of the old website design overwhelmed the art.” “We are very proud of the work we make, but we didn’t think our website flattered our work,” acknowledges Darnall. The rebrand all started with Hue+Cry looking critically at their website.
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