Look up to find some down-right brilliant branding
Revealed a few weeks ago, Moving Brands have re-branded India-based ‘Housing’, an online platform for renting, selling, buying homes.
Housing, on the process: “The most exciting part was to distill it into a simple, memorable and powerful expression both for ourselves and our consumers ... Look Up. Yeah. That’s us."
"Look Up not only inspired our symbol but also its meaning. The sharp edges of our ‘Look Up’ symbol direct us towards the future and invite everyone to push human limits. The softer inside is a nurturing symbol of shelter — the most basic human need — reminding us every day of the importance of what we do. Our symbol is: future + nurture = a world full of optimism. A symbol of shelter. An arrow optimistic about future."
The new logo, an upward arrow, is a great attempt at owning a simple icon. It has a nice significance (re: above) and after reading a interesting viewpoint from Wolff Olins on It's Nice That about the re-imergence of the importance of a logo, it makes their proposition even stronger. The icon also has a nice double twist – being both the roof of a house but also the apex of a building when viewed from below – and makes an appearance in the word mark too.
What I especially like is the applications and how varied they are. I am big advocate for a flexible brand system that, rather than dictating rules, allows for expressive freedom under an umbrella brand style *slash* ethos.
It all feels fun, young, modern, ambitious and forward-thinking. And overall, very suiting of the company, serving the housing industry in the fastest growing country in the world. Some of the applications remind me of the (even-more-recently-revealed) Spotify brand work, and that powder (Holi Festival inspired) billboard is just super-lovely. Overall, some brilliant branding that I thoroughly approve of.