LRXD has rebranded itself as Common Good to better communicate its area of expertise: uniting people around brands that believe in the betterment of people, their communities and the planet. Its mission has always been to help people live bigger, better more joyful lives, and an amalgamation of letters did not communicate that. The Denver CO-based design and branding agency needed something to quickly convey that it understands the world as it enters a new era of well-care with greater emphasis around holistic self-care systems, physical longevity, mental health, environmental and community care, and equality.
“We exist to help make the planet healthier and to help people live bigger, better more joyful lives,” said Partner & CEO Kelly Reedy. “We work with ambitious brands that do good in the world, but our agency name didn’t reflect that — it wasn’t as telegraphic of our DNA as it could be — so we changed it.”
Along with the name change, Common Good set out to redesign its visual brand identity to provide even more clues into signaling its beliefs: developing a brand identity that represents the new name in a memorable way could get employees, current and prospective clients invested and excited about its evolution. And encapsulating the company’s philosophy, mission and values in a culture book could serve as a north star for its team.
According to the new design, “doing good” is bright, accessible, democratic and playful. The style centers on bold sans serif type with a friendly, welcoming feel, and simple keystroke icons that represent its health (the + sign) and happiness (a sideways parenthesis smile) attributes. The name common good (written in lowercase) can be used with these icons as a logo; so can the initials, which are stacked to incorporate the “c” into the “g” shape, and tag with the smile at the bottom.
The new look has been applied to the Agency Name, Brand Logo, Color Palette, Typography, and Iconography in all collateral, the Website, a Brand Film, and an Internal Culture Book.