Rebrand
Our new visual identity represents the cross section of our legacy with our future forward passion for the now. The outcome is a fresh identity that puts a bold stamp of love for our craft and a promise to our clients to create the best work possible. Like the artists we are signing our work proudly.
THE LOGO & WORDMARK
After 20 years in business, a unique brand problem emerged. A whole generation of younger clients and creatives don’t know who we are based on just our clothespin logo. To bridge the gap, our brand strategy is to build our identity around our name. And do it in a bold way that seamlessly integrates our beloved clothespin.
THE ICON SET
If we are nothing else, we are happy fun, and playful at Laundry. To help give our branding a boost of joy, we’ve created an icon set that integrates into various parts of our brand system to elevate the tone of our messaging.
TYPOGRAPHY
Our typographic logo is the center of our identity. Since it conveys a bold tone, the rest of our design system follows suite, by leaning into and building on the timeless Helvetica typeface family. To give it the same boost of a modern touch we at Laundry give ourselves, we have built our identity on the Helvetica Now type family.
COLOR
Bold, fun, happy colors and what we craft with it has always been and the center of the Laundry DNA, past, present, and future. To capture the most modern version of Laundry, we designed a fresh color system designed to contrast the black and white clarity of our brand message in the most fun, Laundry way.
3D ICONOGRAPHY
We pride ourselves on the diversity of approaches we love and tackle. Our identity is the same. Our icons are built not just for 2d, but 3d as well. As a building block for a world of joy and happiness built around the freedom of 3d space.
ILLUSTRATIONS
We are at our best when we build worlds of imagination. And, because our visual identity is more than just a system, with color, and a bold sense of joy, we create imaginative stories and spaces to play and live in. With a colorful Laundry touch.
LAUNCH FILM
What’s a rebrand without a launch film to announce it? To get the word out, we built out the story of who we are and how we got to the Laundry of 2024.
Credits
A huge thank you for Studio K for the design strategy, direction and execution and an incredible partnership.
Brand Identity
Studio K
Creative Director
PJ Richardson
CEO
James Sweigert
Head of Production
Pip Malone
Production Coordinator
AJ Goodman
Editorial
Justin Freedman
Design & Illustration
Aly O’neal
Yuying Herr
Shuyun Xiao
Anastassia Kovach
Motion
Yongmin Park