In February 2020 we finally hung the plaque with our logo on the central wall of the office. That is right, very corporate; so, when the courier enters the office (after ignoring the signs on both doors) he does not have to ask, “Is this ICÒNIC?”
Approximately five minutes after placing the plate, we decided that it was time to change the corporate image of the production company and that this logo would no longer be the logo.
To do this, the first step was to go back and redesign the brand manual … Easy, right? Well, it was not. During the pandemic, and while we were getting used to working in pajamas and to all the: “you’re muted”, “oh, I don’t see you”, “I’m sharing my screen” and “you’re frozen”, Mireia Fields came to our aid and directed us to throughout the entire creative process of ICÒNIC’s new graphic identity.
We knew two things for sure. Firstly, the new design had to be a representation of our values and, therefore, avoid pomposity. And secondly, the yellow box had to disappear.