Our Studio Brand

Once we emerged from our rebrand wilderness and found our conceptual footing, we felt ready to tackle the visual identity of the Good Bones brand.

Read all about it in Part 1

Every brand design unfolds in its own unique way. In some instances the logo leads the charge and informs the entire brand, other times a shape, color, or pattern emerges as the driving visual element. For us, the visual of comically big tools being used by ambitious folks was the visual we wanted to weave throughout the identity.

Logo Design

Rebranding involves numerous choices about the logo's role in the broader brand image.

Often, it's the cornerstone of the entire identity, while other times, it's a modest wordmark in a tasteful font. At our studio, we believed our logo should complement our brand identity rather than dominate it. Additionally, we understand  that existing logos often hold considerable brand value and recognition. For clients with iconic or well-known logos, we may suggest to take a sledge hammer and knock it down, or to take a scalpel and make a few critical incisions.

Our previous logo was conceptually abstract and obscure (and we'll spare you the intricate design explanation). Yet, we acknowledged that its red square and white mark were vital to how our community recognizes us. The challenge was to evolve the logo conceptually while making such subtle visual changes that they might go unnoticed. In conjunction with the logo design, we had been sketching a lot of ladders and building tools for our new site, and over time the ladder was a stupidly simple yet fantastic metaphor to communicate our value: elevating our client’s products and services to build a strong foundation for their business.

Or to put it more simply, we're here to build that brand with you, one creative rung at a time.

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Illustration

It’s no secret that we love utilizing custom illustrations to imbue our brands with personality.

Illustrations not only set our clients apart from their competition but also excel at conveying the intangibles of services or digital products. In the past, we had always shied away from using illustration in the Good Bones brand fearing they might overshadow our clients' vibrant works. But in keeping with the spirit of “let’s give ourselves the true Good Bones treatment” we said “f*ck it, let’s show ‘em what we got!”

We crafted a simple, monochromatic illustration style featuring people alongside oversized household tools and objects. We're thrilled with the addition of these characters, as they infuse the Good Bones brand with warmth, charm, and a healthy dose of our innate quirkiness. Trust us, we know quirky!

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Website Design

Like most modern businesses, Good Bones exists almost entirely online. Many of you reading this will interact with us solely through our website or social media.

That's why it's crucial that our digital presence accurately mirrors our services and values. In designing our previous website, we aimed for simplicity, but ended up with a portfolio that lacked character. This time, we're determined to showcase our full potential as a web design and webflow development team. We envision our website as a treasure trove of dynamism and delight, featuring everything from smooth page transitions to lively illustrations.

We also made a significant shift in our website and brand typography. We introduced a vintage serif font that feels warmer and more reflective of our studio's personality. Additionally, we adopted a casual handwritten font for personal notes and side comments throughout the site.

A lot of time and effort went into revamping our case studies to better represent our clients' brands and narratives. After all, the essence of Good Bones isn't just a logo, color scheme, or set of illustrations. Our brand is defined by the brands of our clients and the meticulous care we invest in every detail. Ensuring our case studies were as well-crafted and thoughtful as our designs was crucial in shaping our identity as designers and developers.

We’re so thrilled to be finally sharing this new phase of Good Bones with you all. Stay tuned this year for more insights and big brand reveals!