Gumtree

Gumtree-New-Logo-2016

Gumtree have recently rebranded themselves using a new identity by design by Koto.

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“The previous incarnation of the logo was based in the brand’s founding story. We started with an open mind and explored both tree and non-tree solutions. It quickly became clear through consumer research that a tree was not just expected, but wanted as part of the brand. We created a new simpler tree to make it more ownable, keeping all the positive natural connotations of growth, stability and diversity whilst making an instantly recognisable icon.”Koto

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“There are a lot of brands operating in the technology sector with poppy primary colour palettes. Here there was an opportunity for a bright natural green, an evolution of the previous colour, to catch people’s attention. We set this vibrant green against a unique darker palette inspired by the Rainbow Eucalyptus tree and its unique multi-hued bark.”Koto

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“Practically Gumtree required a logo that works at a massive range of scales from the smallest mobile screen to the largest billboard. Emotionally we wanted a tree that Gumtree could own, something that felt timeless, comfortable to all age ranges and not millennial. The result is a digital ready brand, fit for future purpose that will help re-imagine how potential users see the brand.”Koto

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One Response to “Gumtree”

  1. Mark "Design Dude" Narusson Says:

    This is another wonderful example of great identity design. Although very obvious it is very adaptable and hits the mark in it’s simplicity. It gives the people what they want.

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