In 2021, notNeutral celebrated their twentieth anniversary by launching a new visual identity. We worked closely with the notNeutral team to articulate their core values, assess the competition and market, identify what makes them stand out above the rest, and develop a visual identity that clearly communicates their value to their target clientele.
The brand is an aesthetic marriage of precision and humanity that reflects notNeutral’s products and process: they are rigorous in their technique but leave space for an element of surprise, beauty, and delight. The logo communicates this dichotomy by combining an underlying structure preserving the weight and distribution inherent in penmanship with a series of logical and consistent angles and curves.
The color palette is primarily high contrast black and white to emphasize the technical expertise, with pops of color that highlight the most important elements of their innovative product designs. The entire catalog of icons was redrawn in a refreshed style that is consistent, purposeful, and simple.
notNeutral
Brand Identity | 2021