Fuller are a leading independent brand communication agency, home to strategists, creatives, digital natives and craftspeople. Eight years after their last rebrand, Fuller decided a fresh look with a restrained, timeless quality was needed.
Through the confronting process of analysing their own brand, it was realised that the brand’s strength was in the parts that made Fuller whole — the history, family, staff and diverse range of clients. This concept is visually communicated in the arches, triangles and geometric shapes that combine to form the logotype.
The colour palette reflects Fuller’s origins in writing and newsprint, with a bright indigo accent reminiscent of a blue biro breaking up the minimalistic black and white designs. To avoid flourish and transcend design trends, Plain by Optimo was selected as the primary typeface.