S’HOT: The new ID for Cross Colours
“In creating the new CI, everyone in the agency recorded a personal sound [no sniggering folks – ed] and chose a set of colours that resonated with their character. An installation that housed a speaker system was then custom built. The final step was to place a mix of colours above the speaker and play the sounds.
The result was a unique image every time that reflected each individual’s personality, their mark on the company and the nature of their work. The images will be incorporated into the company stationery, including business cards, email signatures, letterheads, etc.
To create the company logo, they mixed a set of colours with every person saying ‘Cross Colours’. This produced an unusual but mesmerising pattern that reflects the agency’s unconventional and original style.”