We’re excited to unveil not just a new website, but a refreshed brand identity that represents who we are today. This transformation has explored what Studio Seventeen stands for and how we bring value to our clients. Let’s explore the process behind our rebrand.
Why We Rebranded
Since establishing as a limited company in 2016, we paused to reflect on Studio Seventeen’s journey so far. We undertook a journey to discover our new goals and objectives moving forwards; refocused our niche and our target audience; designed what our clients need from us and what more we can offer them; and what type of projects give us the most fulfilment as a design agency. This involved a lot of research, strategy and planning for a comprehensive branding workshop that would re-evaluate our values, purpose, and vision.
The outcome created a clear path to informing our visual identity rebrand, which is underpinned by our mission:
Our mission is to unapologetically push the creative boundaries of the brands of tomorrow.
Our Logo
The Studio Seventeen logo has always been rooted in the digital world. We had the cursor logo for many years, and this is what we became known for. We decided it was time to evolve this concept and bring it in line with our new vision and strategy.
Our Creative Rebrand Process
Our logo design process started with a sketchbook and a grid. Specifically, we wanted to see how we could adapt our legacy shape to represent our goal of building brands from the ground up.
Refining Our Logo Design
We worked collaboratively to come up with many different concepts, but the one that stuck was the abstract pyramid. We designed many variations of this, utilising specific angles so that the shape can tesselate, which required lots of calculations of angles! We wanted to ensure that the left edge sits at 90 degrees.
The Final Logo
The Studio Seventeen logo embodies our passion for all things digital and our commitment to building brands from the ground up. Designed with a perspective illusion, it invites deeper thought the longer you look at it.
Inspired by the outline of a pyramid, the logo symbolises our approach—constructing strong, strategic brands from foundation to completion. The top-left element subtly nods to our digital roots, forming a cursor shape. It also represents our four core values: bravery, honesty, creativity, and adventure.
We’ve loved hearing different interpretations of the icon – some see a crystal, others a data mesh! What do you see?
The Core of Our New Branding – Accessibility and Creativity
At the heart of Studio Seventeen’s new brand identity is a deep commitment to transformation. Our clients embrace change, and so do we. We refined our existing palette and introduced a vibrant new highlight yellow, whilst ensuring accessibility across all of our combinations.
Future-First and Digital
Our visual identity transformed with our future-first mindset – encompassing icons made from illusion shapes to represent our services, abstract code waves to represent our ever-flowing design process, and abstract fluid effects to illustrate the flow of creativity we put into every project.
What’s Next
Our new website is the centrepiece of this transformation. It’s designed to give our audience a deeper understanding of what we do and how we can help their businesses grow.
This evolution is about creating a brand identity that supports and uplifts the ambitious decision-makers we work with – those who are ready to embrace new ideas, innovate, and grow their businesses with confidence.
