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yxorama@gmail.com
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Anuar Zhumaev
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Grip · Brand identity · 2022

Grip rebranding

Grip’s mission is to represent every product in the world with state-of-the-art visual content, made automatically from photorealistic 3D. Its brand didn’t say what the company stood for, and there was no shared visual inventory: departments invented brand elements as they needed them, and the brand washed out. As senior creative, I rebuilt it (positioning, logotype, colour, type and imagery) in one set of guidelines.

Client
Grip
Role
Senior creative: brand and graphic design
Deliverable
Brand guidelines
Year
2022
Outcome
Rolled out in 2022; later replaced by a newer brand

Goals

  1. 01Brand guidelines covering positioning and design.
  2. 02Documentation and a visual inventory for marketing and external partners.

Visual principles

  • Repetition

    Speaks to the scalability of Grip in the automation of content production, conveyed primarily through typographic behaviour.

    The word ‘automate’ repeated and broken into a typographic pattern over a teal-to-violet gradient

  • Transition

    The continuous transition between the physical, digital and virtual world. The gradients represent real physical and virtual objects: focus on three-dimensionality.

    A soft 3D gradient form in pastel blue, pink and amber

  • Beauty

    Every product holds a certain beauty and deserves to be represented with state-of-the-art visual content.

    Close-up render of a red soda can with condensation droplets

Colours

Colour underlines the transformative power of Grip. The process every product goes through is expressed with strong, vibrant colours that put the long, complex tail behind each photo or video on the spot. It is important for our statement: beauty codified.

Strong

Vibrant

Transforming

Primary colours

Mixed colours

Derived from mixing the primaries in a certain proportion. They are not fixed, and are shown purely as examples.

Gradients

Warm + cold

Gradient use is looser and open to exploration, mainly for background imagery. Gradients are never used in UI elements or in top-layer text.

Vibrant + calm

Primary shades

Secondary cool

Secondary purple

Couplets and triplets

Colours are never mixed outside of gradients or imagery. Typefaces, icons and text stay out of these colour variations.

Four warm gradient fields, magenta to orange, each with the Grip logo
Four cool gradient fields, deep blue to lilac, each with the Grip logo
Two tall gradient fields of three colours each, one with the Grip logo
‘Grip × Coke’ repeated eight times over an iridescent renderPresentation cards over a pink render: First steps, Cost savings and a third cut off at the edge, each signed Custom Create, 2021Taglines over a coral render: ‘L’Oreal Paris’ as the primary line, then the secondary taglines Represent every product in the world with state-of-the-art visual content, Beauty at scale, Virtualize content production and The future of content production is virtualThe Grip logo in a framed card over a pink render, with a note on the documentary Objectified: there are no boring products

Shapes and colours

Renders and imagery

The evergreen 3D imagery abstractly represents the stages of product digitisation, from raw essence to fully realised photo-real imagery. Each stage serves different uses, from textural to explanatory.

  • Abstract pink and orange gradient field

    01. Essence

    Abstractly visualising the raw material of Grip.

  • A soft pink form beginning to fold out of the gradient

    02. Forming

    From the raw material, a form begins to take shape.

  • A recognisable can shape in magenta and violet

    03. Materializing

    The form becomes recognisable, still overlaid with the Grip palette.

  • A fully textured, photo-real soda can

    04. Realizing

    Textured and wrapped, the product reaches final photo-real quality.

A soft 3D ring in pastel cyan, peach and magenta curving across the frame
Magenta and coral folds of a soft 3D surface
A coral, cloth-like form floating over lilac
A peach and pink surface rising into a soft ridge
Magenta, cyan and white folds sweeping across the frame
A magenta form rising against white and pale cyan
Pale gold, white and cyan folds of a soft 3D surface
A coral form curving out of blue and magenta

Black & White examples

Diagonal grey lines on black, with a band of finer lines crossing them
‘Imagine you have a product’ beside a white dot inside a ring of scattered dots‘Imagine you have a product. In 16 countries. With 9 variations in each country.’ over ten sets of white bars labelled Large, Small, Men, Women, Kids, Retro, New wave, Classics, Season and PartyThe sentence goes on, ‘And each with its own campaign every quarter. With images needed for 13 channels.’, over the bars multiplied into rows of lines and dotsA grid of small corner marks turning step by step, captioned ‘Demand for visual content has exploded’The Grip logo and ‘Automatically generate visual content’ beside rows of striped bottle silhouettes‘Perfect image delivery’ over a close-up render of a perfume bottle’s capA perfume bottle render with a gold monogram beside two lipstick renders, captioned ‘Any volume you need’The perfume render beside a growing grid of lipstick, perfume and skincare renders, captioned ‘Any volume you need’A collage of perfume, lipstick and skincare renders filling the slide

Logotype

The logo is artwork: created, designed and set to have maximum optical legibility at every size. It is never altered, and only ever used in the colours shown here.

Grip logo on light
Grip logo on dark

Clear space

Clear space gives the logo room to breathe and preserves its legibility. It is measured in units taken from the wordmark itself.

— Spacing unit

Minimum size

For legibility, the primary logo is never scaled below 10 mm across.

Grip logo at 90 px
90 px
Grip logo at 30 px
30 px

Typography

Primary

Typography is an essential component of the visual identity. It puts heavy emphasis on contemporary typographic expression, but also ensures clarity of communication.

The typeface reflects Grip’s innovation and design-function roots, and is the core of the brand’s sophisticated expression.

Inter font family

Weights

Regular24 pt1.5 line0% tracking

Regular text. With every product we speak of, we should show just how much is happening behind the scenes. The language of liquid shapes and splicing of layers of a 3D shape will help us in that.

Medium / Regular32 pt1.5 line

Key statement. As key grip assists in all things for a cinematography fieldwork, same way our brand is key.

Regular14 pt1.1 line0% tracking

Typography is an essential component of the visual identity.

Our identity puts a heavy emphasis on contemporary typographic expression, but should also ensure clarity of communication.

We have chosen a font that reflects our innovation and design function roots. It’s derived from our technological innovation foundation and is the core of the sophisticated expression of the brand.

Regular16 pt1.1 line0% tracking

Typography is an essential component of the visual identity.

Our identity puts a heavy emphasis on contemporary typographic expression, but should also ensure clarity of communication.

We have chosen a font that reflects our innovation and design function roots. It’s derived from our technological innovation foundation and is the core of the sophisticated expression of the brand.

Size and formats

Regular / Semibold72 pt — up to maximum fitting on a page

Grip works

In every predictable

Way to work

Regular48 pt — up to maximum

Agenda

Agenda

Agenda

Semibold36 pt1.1 line

Medium / Regular36 pt1.1 line

Semibold subheader

Medium subheader

Regular subheader

Semibold32 pt1.1 line

Medium / Regular32 pt1.1 line

Semibold subheader

Medium subheader

Regular subheader

Semibold24 pt1.1 line

Medium / Regular24 pt1.1 line

Semibold subheader

Medium subheader

Regular subheader