Cub tasked us with developing a refreshed identity system that could be applied consistently across various applications. This included an updated logo, versatile brand assets, and core branded templates, creating a robust brand identity that Cub could use well into the future.
After a kick-off workshop exploring the team’s aspirations for the new identity and an audit of the existing brand, we got cracking.
Building personality and character into the brand was a key driving force. Now that Cub are an established industry name, we felt it was the right time to drop the ‘Studio’ suffix in the logo. We could then build their brand around a distinct single-word mark in a quirky, yet clean style.
Before working with us, Cub had struggled to combine their bear mascot alongside a clear logotype. Our collaboration gave us the puzzle pieces necessary to build the final picture. The design solution packs personality into the brand from the first glance, while still keeping the logo clean and legible.
Another major consideration for this brand was to create a logo with animation potential. Once we established the foundation of their brand personality, we wanted the team at Cub to be able to really bring it to life with motion.
The custom drawn type and face motif have an analogue charm that lends itself well to motion. Integrating the bear cub face into the final word marque is a powerful brand tool that is distinctively unique to Cub.
The animators at Cub have since had a lot of fun bringing it to life with animation, from 3D executions to a more fluid version used on their website.
Alongside the brand assets, we delivered a style guide and templates that enable Cub to apply the brand consistently.
Cub have always had a reputation for creative talent and work ethic. Now, they have a brand that lives up to it.
“We are delighted with the rebrand and especially pleased that O Street have helped with the return of a more characterful bear logo! We found David and his team easy to work with and their process kept us engaged throughout.”
—Fraser Davidson, Creative Director & Owner, Cub