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New Identity for WeWork by Gretel

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Noted Feb. 12, 2019 by Armin

Industry / Corporate Tags /

About

(Est. 2010) “WeWork is an American company that provides shared workspaces for technology startup subculture communities, and services for entrepreneurs, freelancers, startups, small businesses and large enterprises. Founded in 2010, it is headquartered in New York City. As of early-January 2019, WeWork had a valuation of roughly US$47 billion and managed 10,000,000 square feet (930,000 m2) of office space. WeWork has more than 5,000 employees in over 280 locations, spread across 86 cities in 32 countries.” (Wikipedia)

Design by

Gretel (New York, NY)

Related links

Gretel project page

Relevant quote
WeWork builds structures that build community. More than just spaces, they program events, create virtual networks, foster personal connections and spark opportunities for members and colleagues alike. As global growth exploded, the brand recognized a need to re-align the visual identity to their purpose. We saw an opportunity to replicate the brand’s natural activities and behaviors – creating a visual metaphor for WeWork itself. “FrameWork,” the identity system that we created, is now being implemented globally.

A responsive, hyper-functional design system that creates structure in any format, on any platform. Layout and hierarchy can be restructured nimbly and efficiently. WeWork represents the frame, the underpinning, the substrate that supports and empowers the content, members and communities to thrive.

The brand font is Aperçu Pro Medium, a modern sans-serif with classical cues. It’s contemporary, refined, and functional, but full of character. It’s sturdy enough to be used as an everyday copy face, but interesting enough to hold attention at large display sizes. We use Aperçu Pro Mono for information like dates, time, and locations. In use we 'notch' body copy, creating a suggested space within the floorplan of our layout.

Gretel project page

Images (opinion after)
Grid and layout system.
New Identity for WeWork by Gretel
New Identity for WeWork by Gretel
Guidelines.
New Identity for WeWork by Gretel
New Identity for WeWork by Gretel
New Identity for WeWork by Gretel
Sample layouts.
New Identity for WeWork by Gretel
Online presence.
New Identity for WeWork by Gretel
Welcome board.
New Identity for WeWork by Gretel
New Identity for WeWork by Gretel
Print ads. Or maybe it’s a brochure?
New Identity for WeWork by Gretel
Lots of pages.
New Identity for WeWork by Gretel
Ad.
New Identity for WeWork by Gretel
Wrap.
New Identity for WeWork by Gretel
Posters.
Opinion

Although not as exciting as a complete rebrand would be, this is a slick approach to building an identity (and aesthetic) that could presumably become as recognizable as that of Apple or Google. The defining element being the slightly jagged layouts with blocks of text that are heavily indented and the rest of imagery and typography interlocking as if they were filling an empty office space. It’s certainly cool-looking, conceptually relevant, and possibly unique, especially when Aperçu Mono makes appearances. I think more important than recognizability is consistency among so many locations and this definitely achieves that while providing a high degree of flexibility.

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