29 Oct 2023
UIWD had the privilege of working in this project closely with the Apostrophe Reps team since 2021. Our primary objective has been to conceive and execute a new elevated logotype, brand identity and a visual look that feels iconic, memorable, lively and dynamic.
The sharp, geometric, and sans-serif letterforms derived from the Lay Grotesk font family, designed by Massimiliano Vitti, have been instrumental in imbuing the logo that is uniquely identifiable and helps to distinguish the brand. The wordmark pays homage to the previous visual identity, serving as a bridge that honors the most recognizable aspect of the brand while effectively conveying its role in the representation business.
The bolder brand identity introduces an element of playfulness and accurately reflects the contemporary essence of the company. This transformation provides the brand with a clean and editorial feel, celebrating the possibilities that emerge when unexpected combinations of ideas, colors, typography, art and photography intersect—much like the eclectic and diverse group of representatives at Apostrophe.