After 20 years as a moving image studio, weareseventeen rebrands to become Seventeen, a creative agency working across campaigns and branding. The relaunch comes with a new identity and a clear stance: being odd is more important than ever before.
Seventeen’s rebrand is grounded in the new positioning, Odd Minds, where ‘Odd’ represents non-conformity and originality and ‘Minds’ represents a collective of diverse thinkers. Carrying out the rebrand internally allowed each member of the team of 22 to influence and inspire the visual identity.
The new identity plays with a paired-back, print-inspired design language to contrast with the otherworldly CGI and live action work Seventeen is known for. The hero logomark, the Odd Mind, is open to endless interpretations, taking on a different shape depending on how you look at it. The mark is accompanied by a system of iconography where each symbol represents a different member of the Odd Minds collective, though who’s who remains a mystery.
Seventeen’s independent spirit facilitates the freedom to carve their own path and subvert industry norms. Through the position of Odd Minds, they celebrate the power of authenticity and unexpected thinking: to be restless, to question, to evolve, to create, to be free.
This relaunch marks the next chapter for Seventeen, and for those intrigued, an invitation to step inside their Odd Minds.
Check out their new website and It's Nice That press write-up.
