Fishy Minds Rebrand

Would you rather be caught in an unchanging current, swimming under a dull grey cloud, or break free from the infinite flow of the ocean like a flying fish and drift upon new winds? At Fishy Minds, we glide away from the status quo with large wing-like pectoral fins, becoming airborne. The denizens of the deep aren’t always swimming through life at a hypnotic pace. In fact, the fish world is full of action these days. We’ve unveiled a logo refresh last month that doesn’t hold back our company’s adaptable nature and evolution.

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Fishy Minds’ new distinctive design leads to a flexible brand. The design is a combination of nifty type, which manifests boundless imagination and adaptability. The logo works as a sandbox where users can explore and experiment with different visual expressions by tailoring the logotype to fit their desires.

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Outlines of the new logo.

One way of tackling the realignment of audience perception and what a company wants is through rebranding. Our brand continuously evolves, and aligns with Fishy Minds’ development, challenging the concept that “it’s almost never a good idea to change your logo.”

Creative director Oskar Forsgren and Motion designer Mirza Talovic have worked extensively on revamping the 4-year-old logo to better reflect Fishy Minds’ expansion and newer vision.

“Most companies reduce their whole identity down to a single mark or symbol that rarely, sometimes never, changes. But at Fishy Minds, we wanted to use this new creative platform to build a whole new language,” said Mirza Talovic.

Hitting the bliss spot in a logo update calls for tact. And we did just that. Simplicity, timelessness and scalability, guide the remake, with minimalistic function at its core.

Fluff and ’all things florid’ have been stripped for easy recognition. Instead, the negative space, harmony and symmetry, let the design speak for itself. 

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Fill the logo different content. 

The logo delivers exactly the right message. Fishy Minds is a creative studio with a lot of crazy and forward thinking ideas.Oskar Forsgren, Creative Director

The freshly minted brand’s clean lines and modern geometric shapes represent a vast drum that can be continuously filled with new ideas. The symbol figuratively act as a small window that sheds light on our company’s development, keeping our audience in the loop during its growth.

The logotype is an abstract representation of a monogram containing the letters F&M. The close arrangement of the characters embodies the culture of ‘togetherness’ within our team.

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No faking the funk, we use black as a sign of versatility and to denote the company’s confident, sophisticated side.

Visualize transporting 200,000 pieces of coral rubble with your mouth. In a nutshell, that sums up the arduous journey of the logo’s reinvention, involving extended experimentation, resulting in a meticulously thought-out result.

Along with the expression ‘only dead fish follow the stream,’ key phrases such as ‘responsive identity’ and ‘nothing is impossible’  shaped the design process. Photo: FIshy Minds.

“Branding for me is about finding out what doesn’t work to find that spot on concept,” said Mirza.

Interlacing our company’s responsive identity with design requires a specific approach, consisting of several stages. These include, defining our visions, unearthing our brand essence and knowing what parts of our logo trigger a customers’ identification of the company. A series of images are then strung together, and our brand’s visual language is born.

Mirza says sketching on paper is vital for the transformation of intangible ideas into realizable forms.

As a result, the design process and creation of graphical elements becomes more efficient.   

“The response I’ve heard and seen has been very positive. People get the idea that the logo is responsive and will change over time,” Mirza said.  

This just goes to show that the fish always bite if you hook them with your heart.

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The logo of Fishy Minds.