Since 1883, Benjamin Moore has been a distinguished producer of premium, high-quality paints. This rebranding project experimented with simple geometry and vibrant colours, infusing a new contemporary essence into this long-standing paint enterprise.
The existing identity bears a certain weight and isn't immediately synonymous with a paint company, requiring Benjamin Moore's name for clarification. The triangular "M" icon is sometimes misconstrued as mountains, while the deep red hue might inadvertently invoke danger.
The reimagined identity embraces a fresh spirit of positivity, playfulness, and trust. By shortening the name to "MOORE Paints," I orchestrated a playful wordplay, adding a dash of catchiness. The reinvented "M" icon depicts a house gracefully emerging from the negative space, conjuring an illusion akin to paints bursting.
