After more than 20 years, Maxon has unveiled a new corporate identity. The move follows the completed unification of Maxon global in 2018, the acquisition of Redshift in 2019 and the merger with Red Giant in 2020. Senior Brand Manager Leo Hageman designed the logo under the direction of Maxon’s executive team. “After bringing the Maxon, Redshift and Red Giant teams together, we felt it was important to establish a new look and feel for Maxon,” said CEO David McGavran. “This new logo is an important part of that identity. We wanted something that embodies our unified product lines, passionate team and shared goal of empowering creatives.” Once finalized and registered, Maxon enlisted the talents of Toronto-based animation and design studio Tendril, who brought the logo to life in a 15-second animation, as well as a shorter, 3-second version. “We wanted something modern, a stand-alone mark that suggested both dimensionality and unification,” Hageman explained. Relying primarily on Cinema 4D and Redshift, Tendril created several different animations of the cube coming together in various ways. “It’s always hard to represent a 2D logo in a three-dimensional world, so we explored that a lot with Maxon to make sure we were representing the logo in the correct way,” said Tendril Art Director Rita Louro. The final version uses lighting and textures to balance technology with the human touch as each piece of the cube moves smoothly into place. “It really came down to connecting everything together in a soft way and, because it was a reveal, we used darkness and light to add some mystery,” said Tendril Creative Director Nidia Dias.
Produced by Maxon
The Undeniable Voice of Art
Creative Growth, the first organization dedicated to supporting artists with developmental disabilities, has teamed up with creative marketing company, John McNeil Studio to unveil its new brand. Representing 50 years of elevating the work of artists with disabilities within the arts community, Creative Growth’s new brand campaign includes a new identity and logo, new positioning, brand film and a redefined strategy centering on the ‘undeniable voice of art.’ Creative Growth’s evolved brand is at the forefront of a shift towards art that stands for the inherent reveal — the power of artistic expression to bring understanding and connection to us all. The brand’s new expression includes unobtrusive color and design choices that purposely don’t compete with the voice of the artist and instead, serve as a container for the art to have a voice of its own. Executive Creative Director, Gerald Lewis of John McNeil Studio explains “We needed to create a powerful, distinctive voice for the brand. But, it couldn’t compete with the voice of the artists because in the end, the art has to speak. It had to be simple, honest and genuine, in line with the mission of Creative Growth. Artists will spend 30 years making work, honing their craft and following their voice inside this space. We wanted to celebrate that. So, while the mark, the brand, is simple and honest, it’s also expansive and energetic.” Kicking off the new brand campaign is a short film capturing the voice of artist William Scott as he walks through downtown Oakland and enters... Read More