(Est. 2015) “Gunner is a Detroit based animation and illustration studio. We are a team of artists who obsess over creating imagery that hypnotizes and stirs that lil’ feeling in our guts. Each project is an opportunity to outdo our last, try something different and make new friends.”
Stephen Kelleher (New York, NY)
I was invited to rebrand their entire identity and began by designing a wordmark which became the basis for a dynamic logo, their website, business cards, signage and various promotional materials. It was important that the new branding reflect their ethos and approach to work; world-class output created with humility in a fun and friendly atmosphere.
Images (opinion after)
I know an identity for a small creative firm breaks my typical rules of what kind of projects to post but a) I’ve been a huge fan of Gunner’s work and b) this is the single best hand-as-“G” icon you will ever see. The old logo matched Gunner’s illustrative style with a wobbly italic sans serif, which was pretty good. The new logo is definitely a growing-up kind of evolution, going a little more sophisticated with a straight-up font, Transcript. But the true hero here is the icon; it’s a great, playful drawing that cleverly works a hand and a pencil into a “G”. It’s not anatomically correct, no, but this isn’t a biology class so who cares? I love the raised pinky finger too. The icon also serves as a nice metaphor for their work which is digitally slick but always with a human touch that not all animation firms can nail as well as Gunner.