In composition, each part of our visual identity system works together in harmony. Our principles give designers working with our identity the tools and understanding they need to ensure every touchpoint is consistent with our visual expression.
1. Design rationale
Our visual identity conceptualises the act of a creator bringing a story to life. It is a celebration of the process every one of our products goes through from conception to launch.
As a representation of the creative process, our identity utilises a simple animation technique - the cursor.
As if you were writing in a text document or notes app, words are ‘typed’ one letter at a time as a cursor flashes. As a viewer you experience the creative process from a creators viewpoint, in real time.
All elements are left aligned, including images which paste in from left to right. This deliberately utilitarian approach to layout makes our products, and the process of their creation, the hero. The Egmont brand is a platform to highlight the work and breadth of our businesses and all who work within them.
Our identity is flexible: allowing an appropriate expression in every situation; from the quiet to loud and from the boardroom to the billboard.
2. Design principles
Simple and clean
We believe there is beauty in simplicity and our visual identity never gets in the way of the stories we tell. Our layouts are deliberately straightforward and reflect our role as a platform for products, work, businesses and support projects.
Adaptable
From boardroom to billboard, our identity has the in-built ability to flex and adapt to every situation. We are perceptive and make design decisions that are appropriate to each situation we encounter. We are happy to use the identity in a restrained and quiet manner but not afraid to dial it up when the opportunity allows through colour, image or video, copy and motion design.
Consistent
Whilst we have a large number of varied branded elements, we take care to keep our identity consistent. Therefore we have guidelines for all our design elements that help you to use them in the right and best way across all platforms.