Hall of Fame
When top brands are looking for a safe pair of hands to create and produce an inspiring television commercial, they look to Velocity Films. A company that has won nearly every local and international advertising award for creativity and production excellence, the Velocity team includes the industry’s top creative talent and an unparalleled body of work.
While the old Velocity Africa brand had stood the company in good stead, it was time for a change. The feeling was that there was a disconnect between the look and feel of the old brand and the contemporary cutting edge work that the company was producing – and making this body of work the primary interface of the new Velocity brand was our starting point.
Our aim was to uncover a new brand characterised by quiet confidence and subtle sophisticated styling. Above all, the key would be to ensure that Velocity’s work became the main representative element of the brand.
Inspired by brands in the fashion industry such as Fendi, Tom Ford and Gucci, we pared the logo down to a simple, clean, typographical word-mark. The neutral and restrained styling ensures that the logo is not ‘fronting’ anything or attempting to represent what Velocity does, thereby allowing the work to come to the fore.
Velocity’s work is iconic and we didn’t want the brand identity to compete with or detract from this work. For the primary identity we therefore focused on crafting a contemporary classic and for the larger brand identity we invented a ‘gallery space’ to house the work along with a neutral colour palette of whites, off-whites, ivory, silver and rich black. We like to compare this to a fine art gallery. People flock to the Guggenheim Museum not because The Guggenheim’s identity is attractive, but rather because they know what the Guggenheim brand offers – the greatest names in the world of art, presented in an immaculate way.
