G-P
With remote working soaring in our post-pandemic world, G-P wanted to cement their position as a category-defining brand on a mission to break down barriers to global business and enable opportunities for everyone, everywhere. To express this boundlessness, the movement of the sun across timezones became the inspiration to create G-P's brand as a world that taps into the fullness of human potential.
TEAM
Sarah Agnone
Jemma Campbell
Andy Lawrence-Levy
Joey Nanni
Michelle Wu
Gradient Type
Antfood
Joel Arbaje
The new logo takes inspiration from the 24 time zones to represent the full globe, while using the new palette’s “earth” colors as an expression of communication and connection. Motion through the logo sees the gradient and three inset circles sequenced according to the movement of an inner circle appearing from east to west, a nod to the path of the sun around the world.
With the new system created, an extensive and comprehensive brand guideline to use, and some pre-production help, G-P partnered with photographer Joel Arbaje to direct a custom portrait photoshoot to use in their new brand campaign.
At Amsterdam Airport
