Fuller Branding Transcends Design Trends

Sean Kane shared an elegant branding and visual identity project for Fuller, a leading independent brand communication agency, home to strategists, creatives, digital natives and craftspeople. Eight years after their last rebrand, Fuller decided a fresh look with a restrained, timeless quality was needed.

Through the confronting process of analysing their own brand, it was realised that the brand’s strength was in the parts that made Fuller whole — the history, family, staff and diverse range of clients. 

This concept is visually communicated in the arches, triangles and geometric shapes that combine to form the logotype.

The color palette reflects Fuller’s origins in writing and newsprint, with a bright indigo accent reminiscent of a blue biro breaking up the minimalistic black and white designs. To avoid flourish and transcend design trends ‘Plain’ by Optimo was selected as the primary typeface.

To avoid flourish and transcend design trends ‘Plain’ by Optimo was selected as the primary typeface.

Branding and Visual Identity

Credits

  • Graphic Design by Sean Kane
  • Card illustration by Millie Sander
  • Photography by Lightly Salted

Written by

Abduzeedo

I'm a Brazilian product designer based in Oakland, California currently working for Google as a Staff Designer. I am also the founder of Abduzeedo, an award-winning digital publication about design and a personal project that has become the source of inspiration for millions of designers and enthusiasts.

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