Previously known as Punto Retail, Rogue by Garnier BBDO is the reinvention of an agency that used to offer retail marketing services. Rogue, who used to be the shopper division at Garnier BBDO, evolved and started innovating using not only graphic and industrial designed, but focusing on creating new experiences to consumers in unusual ways, by being rogues.
That’s where logo comes from. The are is a single arrow that points into different directions. Are we going to the past to see what useful from that era? Are we going to the future to bring innovative ideas into our time? That’s Rogue. Ditching the conventional, cliché road to create different experiences. The letter E serves as a graphs since one of the primary focuses of the agency is increasing sales and positioning.
In the design there where some mandatories, such as incorporating parent companies logos into the brand.
The idea of the logo comes from creating from the unusual. When the project was first pitched to me, the Accounts Director told the team that they could incorporate a flipped “R” into the logo. I thought it wasn’t the best idea for the agency. A flipped R has been previously featured in other logos such as Korn, Toys R Us, and others who gave this childish or rebellious personality. While Rogue is about being an actual rebel (the name is inspired by the Star Wars mythology ship “Rogue One”), I believe it wasn’t about just being against stuff, it was about thinking other ways to achieve goals. So, I thought about and arrow that goes on different directions but achieves the same shape.
As far as the color palette goes, the red is taken from the BBDO global network, but the blue is a complementary color that was fully thought for this brand. This dark blue provides class, presence and according to color psychology, is linked to trust.
To create this brand we sketched stuff and went to Adobe Illustrator to have a more “perfect” logotype. Other tools in this same software were used to plan out the branding in materials such as notebooks, brief sheets, mugs, badges, place architecture, decoration, website layouts and more. Pantones were also used to figure out final color palette for this agency while Adobe Photoshop was used to create mockups to sell the project.
This project was previously featured in the Spotlight Section of the World Packaging Design website and its social media outlets. Also, Rogue by Garnier BBDO got good comments from fellow designers and other professionals in other areas who though the branding look classy and also described the complete branding project eye-popping.
The branding project also has good reactions on Behance, Dribbble and other design focused websites.