Saffron Launches New Identity on 15th Anniversary

Saffron Launches New Identity on 15th Anniversary

Saffron, the brand consultancy founded by Jacob Benbunan and Wally Olins in 2001, is marking its 15th-anniversary by evolving its offering as a consultancy, incorporating new members to the team, and setting up new offices in Berlin and San Francisco.

The agency has therefore launched a new visual identity and website to help signal this evolution and expansion.

“Our identity has evolved in accordance with our new spirit,” says Saffron’s executive creative director, Gabor Schreier. “We were born as a company with a strong consulting component, with a formal, serious posture/attitude and an equally plain and discrete identity, but we have evolved into a much more creative, disruptive, innovative and digital consulting company and we want to reflect all of this in our new image.”

In an attempt to better reflect this new shift, Saffron has created a set of visual elements that encompass all of the company’s communications.

The first key element is typography, which includes the introduction of a bespoke typographic family made up of four variants. Eliminating the formality of serifs, the new typography is subsequently used for the updated wordmark, while a new monogram also plays with Saffron’s double F.

The consultancy’s main colour, meanwhile, remains yellow, albeit now toned down compared to its predecessor. For the new identity, the colour palette is further expanded with blue, green, orange and pink pastel tones.

To complete the elements, the designers have also created a new illustration system drawn from an isometric perspective. This system will be animated most of the time, generating a “dynamic and digital visual universe”.