Creating a new identity for Future PLC.
We supported Future PLC to find brand clarity.
Future Publishing’s business is flourishing and the business now represents so much more than traditional publishing. As a result, we were asked to help create a new identity and brandmark – an identity that framed its role as a technology platform and an owner of media and engaging content.
The business itself was seen to be an under-represented force behind great branded content – one driven by customer, partner and investor/analyst needs. The functional focus of the visual brand was defined as a mark that, much like a viewfinder, provides a keen strategic focus.
In order to work across a range of media, platforms and print formats, the new visual identity needed to be both strong and subtle – something that would provide reassurance that the ‘content brand’, or platform, is authoritative and credible.
The brandmark signals that the business has evolved sustainably, through clear management and operational and financial excellence. Overall, this should help to attract attention and revenue from commercial partners, investors and Future’s customer readership.