• Transform magazine
  • October 25, 2021

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Marketing agency Eleven unveils new logo and brand identity

TT 12 October Eleven

San-Francisco and Chicago-based marketing agency, Eleven, unveiled a new logo and brand identity for the first time in more than two decades.

The team approached the redesign with a desire to create something to represent the changes that were happening within the agency after 22 years.

“Before we began, we told ourselves that if we ended up with a different set of numerals just for the sake of change, then we’d have failed the effort. Creating something different is relatively easy but creating something better requires more intent,” says founder and executive creative director of Eleven, Michael Borosky.

“In looking back at our legacy, we realized that the DNA of our numerals was the activation of negative space— the die-cut business system, the illuminated entryway, the reversed-out social icon. So we scrapped the positive numerals and started over with our legacy square shape,” he adds.

The design team carved away at the negative space to develop a more simplistic pair of ones without the typographic arm. Further chiseling away at the opposing corners activated the shape to suggest a bit of motion team. The result was the creation of an ambigram that represents versatility and innovation and which allows the agency to flip the logo depending on the design context and nest it into any corner of a design.

Introducing new typography and a spectrum of colour for  the first time, the logo redesign signals the shifts Eleven has seen in culture and a look ahead to the next era of the agency. Acting as an anagram the logo is minimalistic, multi-functional, and symmetric.

“Eleven has always found the ability to adjust and adapt to new conditions. Twenty-two years in business speaks to our survival history of economic downturns, industry changes, and yes, even pandemics. While our previous identity reflected an understated tone, our new look and feel is unapologetically and intentionally bold,” says Borosky.