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Arrow Electronics
2020 Brand Refresh
Brand management is a process of constant refinement. Nothing is static. The first iteration of the Arrow brand was released in 2012 so by 2020 it was time to take a fresh look.
Nothing was sacred. There is considerable equity in the existing brand so the approach needed to be an evolution rather than a revolution.
Along with new colors and photography, we worked with a type foundry to create a custom typeface that represented a forward thinking technology company.
Combining design thinking and my knowledge of internal needs, I helped provide input which shaped each manifestation of the Arrow brand.
Credits
Agency: Winkreative
Foundry: Dalton Maag
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