{"id":221817,"date":"2025-10-24T04:06:09","date_gmt":"2025-10-24T04:06:09","guid":{"rendered":"https:\/\/www.newsbeep.com\/uk\/221817\/"},"modified":"2025-10-24T04:06:09","modified_gmt":"2025-10-24T04:06:09","slug":"weareseventeen-rebrands-as-seventeen-with-a-suite-of-bespoke-icons-inspired-by-each-team-members-personality","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/uk\/221817\/","title":{"rendered":"Weareseventeen rebrands as Seventeen, with a suite of bespoke icons inspired by each team member\u2019s personality"},"content":{"rendered":"<p data-block-key=\"p1hnp\">This ethos shines in the studio\u2019s new positioning \u2013 Odd Minds. \u2018Odd\u2019 represents the agency\u2019s dedication to non-conformity and originality, while \u2018Minds\u2019 represents the plurality of the business, and the creative heads that come together to make it what it is. It\u2019s also visualised in a suite of personalised icons. \u201cWe asked each person to reflect on the different sides of their personality, their obsessions and fascinations, and distill that down into a singular thing,\u201d says creative director Gary Roberts. \u201cIdeally something metaphorical and surprising, the odder the better.\u201d Once each of the 22-member team had decided on their icon, the illustrator <a href=\"https:\/\/www.itsnicethat.com\/articles\/hugo-bernier-illustration-discover-250724\" rel=\"nofollow noopener\" target=\"_blank\">Hugo Bernier<\/a> realised them in his distinctly buoyant, ethereal style. There\u2019s a duck, a mug of tea, a bowl of ramen, bouncing around the identity, as well as some more abstract icons. A wobbly line, maybe a sound wave? A handful of rocks, teetering in a tower. To summarise, the many facets of the rebrand are, in company partner Jade Annaw\u2019s words: \u201cour collective soul made visible.\u201d<\/p>\n<p data-block-key=\"f3i5\">To coincide with the rebrand, Seventeen has also launched a new website that\u2019s consciously pared back and user-centred. \u201cWe wanted to create moments of calm and silence, a deliberate contrast to the noise felt through information overload,\u201d says Longbin. When you first reach the landing page you\u2019re met by a centralised tower of colour blocks \u2013 or, as Longbin calls them \u201ccapsules\u201d. Each capsule when hovered over reveals a project title, and then, when clicked takes you to the project\u2019s case study. \u201cAll capsules are then connected by an infinite \u2018thread\u2019, a metaphor that carries storytelling weight; it\u2019s a through-line that symbolises something that can be woven, extended, or unspooled over time, perfect for a living archive,\u201d says Longbin. This considered website is the cherry on top of a rebrand that weathers a rapidly changing creativity industry by platforming what matters \u2013 the individuality of each person involved in the agency\u2019s everyday.<\/p>\n","protected":false},"excerpt":{"rendered":"This ethos shines in the studio\u2019s new positioning \u2013 Odd Minds. \u2018Odd\u2019 represents the agency\u2019s dedication to non-conformity&hellip;\n","protected":false},"author":2,"featured_media":221818,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31],"tags":[6225,6485,6486,1120,96,56,54,55],"class_list":["post-221817","post","type-post","status-publish","format-standard","has-post-thumbnail","category-arts-and-design","tag-arts","tag-arts-and-design","tag-artsanddesign","tag-design","tag-entertainment","tag-uk","tag-united-kingdom","tag-unitedkingdom"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/221817","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/comments?post=221817"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/221817\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media\/221818"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media?parent=221817"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/categories?post=221817"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/tags?post=221817"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}