POPULAR TODAY DESIGN

moving brands rebrand cambridge design partnership
original content
jun 14, 2014
moving brands rebrand cambridge design partnership


 

 

 

 

moving brands worked with cambridge design partnership (CDP) to distill its internal culture, articulate its unique story, and communicate its offer through a visual identity and touch points that would cultivate trust from global players and support growth in new markets.

 

 

cambridge design partnership creates ‘first of a kind’ product innovation to fuel its clients’ success in consumer, healthcare, energy and industrial markets. passionate, human and open, CDP has a powerful offer and well-aligned culture. however, as it targeted larger, more global clients, and opened its first us office in palo alto, it became clear that the existing ten-year-old brand no longer reflected its ambition or ability.

 

 

 

 

 

 

 

following text from moving brands

 

both moving brands and CDP operate simultaneously in the worlds of design and technology. it was from this common ground that a particularly creative partnership emerged. we recognized that CDP’s ability to stretch across design and science spectrum was unique, powerful, and would differentiate it as it grew.

 

workshops with people across the whole business proved they knew their own strengths, and client interviews supported these findings: CDP was valued as an innovation partner that could combine technology with design, ensuring products and services were created with real human needs at their core.

 

 

 

MovingBrands_CDP_Story_02
new CDP logo

 

 

 

however, the existing business story ‘think differently’ – although genuine – was almost a replica of apple’s ‘think different,’ an irony that worked directly against communicating its truly innovative approach. we redefined the brand story as ‘potential realized,’ precisely encapsulating the company’s purpose and its ability, through innovation, to realize potential for its clients.

 

the name and visual identity should capitalize on links to cambridge as a world-leading technology centre, while ensuring it was not perceived as provincial. we retained the name cambridge design partnership as it anchored the business to positive perceptions, but we knew its length would present challenges across applications. we created a symbol to work alongside the wordmark, which in time could be used exclusively to represent the business in all markets. 

 

 

 

 

MovingBrands_CDP_Story_03
anatomy of the new mark

 

 

 

this symbol and accompanying visual identity system flowed from tensions inherent in the business: between design + science, curiosity + focus, technical + human. a combination of straight and curved components form a mark that feels both engineered yet human.

 

graphic textures are created by rotating and cropping this symbol, to create a range of expressions, from measured and precise to vibrant and expressive. pressura mono is used to deliver prominent information, supported by kefa II pro, a more human typeface, when delivering long passages of text or quotes.

 

the rebrand coincided with the opening of state of the art facilities, where the identity has been boldly employed: from feature walls in conference rooms to charming way-finding iconography. the new brand has been embraced enthusiastically by all levels of the business. it successfully crystallizes CDP’s powerful offer and vision to support its on-going growth.

 

 

 

MovingBrands_CDP_Story_04
explorations of the branding

 

 

 

 

MovingBrands_CDP_Story_05
logo and colorways

 

 

 

 

MovingBrands_CDP_Story_06
stationery

 

 

 

 

MovingBrands_CDP_Story_07
signage

 

 

 

 

MovingBrands_CDP_Story_08
signage and environmental graphics

 

 

 

 

MovingBrands_CDP_Story_09
three-dimensional application of the new CDP logo

 

 

 

more
read our interview with moving brands co-founder james bull »

 

 

comments policy
LOG IN VIA
login with designboom
designboom's comment policy guidelines
generally speaking, if we publish something, it's because we're genuinely interested in the subject. we hope you'll share this interest and if you know even more about it, please share! our goal in the discussion threads is to have good conversation and we prefer constructive opinions. we and our readers have fun with entertaining ones. designboom welcomes alerts about typos, incorrect names, and the like.
the correction is at the discretion of the post editor and may not happen immediately.

what if you disagree with what we or another commenter has to say?
let's hear it! but please understand that offensive, inappropriate, or just plain annoying comments may be deleted or shortened.

- please do not make racist, sexist, anti-semitic, homophobic or otherwise offensive comments.
- please don't personally insult the writers or your fellow commenters.
- please avoid using offensive words, replacing a few letters with asterisks is not a valid workaround.
- please don't include your website or e-mail address in your comments for the purpose of self-promotion.
- please respect jury verdicts and do not discuss offensively on the competition results
(there is only one fist prize, and designboom usually asks renown professionals to help us to promote talent.
in addition to the awarded designs, we do feel that almost all deserve our attention, that is why we publish
the best 100-200 entries too.)

a link is allowed in comments as long as they add value in the form of information, images, humor, etc. (links to the front page of your personal blog or website are not okay). unwelcome links (to commercial products or services of others, offensive material etc. ) will be redacted. and, ... yes, spam gets banned. no, we do not post fake comments.

product library