Coworking brand WeWork rolls out new logo

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The redesign has been carried out by the New York-based design studio Franklyn and aims to redefine and expand the assets of WeWork, which could co-exist with the pre-existing things, not changing the image of the company.

While WeWork’s previous branding by GretelNY partly included a colored design for the logo and other visual elements, the new look features a black-and-white version of the logo only. This formal solution, according to the company, seeks to make the brand more consistent in different contexts, whether in digital apps or physical signboards.

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The project is also concerned with improving and stylizing the kerning which now makes the logo more legible and finer. A special zest here is separating the serifs in the “w”’s which were connected previously, forming a kind of a triangle inside the letters. This iteration doesn’t only improve the aesthetics of the logo but also makes the old and new signatures easily co-exist, as WeWork explains. The company is apparently planning a gradual transition, using both versions for some time.

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Another important aspect of the WeWork redesign is the change in the brand’s visual assets. Franklyn presented a new palette of additional colors which will complement the black-and-white logo. These new colors give the brand more opportunities, providing greater flexibility in visual communication.

Besides the colors, the rebranding also includes hand-drawn images of people and working spaces, which will be used as a part of the visual identity. These pictures add some warmth and humanness to the brand and are a significant innovation, compared to the old photo-based design.

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When it comes to typography, Franklyn offered a new typeface named WeWork Serif that represents an advanced version of the brand’s previous font. An additional font called Aperçu Pro is designated for body texts.

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