Saffron Brand Consultants is a brand consultancy network set up by Jacobo Benbunan and Wally Olins in 2001. Since then, it has carried on the creative approach to brand design developed by Olins for numerous clients. Last year, it launched a new visual identity to celebrate its 15th anniversary.
The old refined logotype with its distinctive ligature was developed by Wally Olins, Miles Newlyn and Daren Cook when the consultancy was established. The new logo is a simple sans serif wordmark, but overall the new look is less restrained and varied, reflecting Saffron's "creative, disruptive, innovative and digital" qualities. This includes a custom type family that conveys an incremental creative process.
From a press release:
The first key element is typography. Besides giving the company personality, a bespoke family has been developed to symbolize the combination of strategy and design -- a fundamental in any brand definition process, according to Saffron.
The new typographic family has four variants that illustrate this combination and, at the same time, represent the different phases of a project. The first variant speaks of the strategic part of the project - the soul - and is represented by a light typeface. The second relates to the outermost or visual - the skin - and is represented by a double contour. Combined, they form a third variant with three lines that symbolize the coming together of these two. A fourth and solid version completes the family.
The logo is updated in line with this new spirit. It eliminates the formality of serifs and bets for a simple wordmark composed with the new typography. A new monogram is introduced, playing with Saffron’s double F.
Saffron's main color remains yellow, yet it's now toned down a bit. For the new identity, the color palette is expanded with blue, green, orange and pink pastel tones, which allow for richer compositions. These pastel tones let black stand out in any composition, capitalizing on it and making it the foundation of the entire visual system.
To complete the elements, Saffron presents a new, very conceptual illustration system drawn from an isometric perspective. This system will be in motion most of the time, generating a dynamic and digital visual universe.