Superunion – the new global, mega brand agency – unveils its identity

Superunion, a new mega agency made up of Brand Union, The Partners, Lambie-Nairn, Addison and VBAT, has unveiled its identity. The logo and its surrounding brand imagery is designed to represent “creative optimism,” says chief creative officer Greg Quinton. “It’s inspired by the positive impact of union,” Greg tells It’s Nice That. “Playful and confident, the identity celebrates complementary contrast, with bold and colourful elements juxtaposed to create unexpected connections.”

The logo is a pared-back word mark that focuses on this theme of union, its defining feature being a twist joining “super” and “union” like a knot. Greg describes this as a “ligature detail that brings together two letters and creates a shared space where each completes the other.” Other imagery, such as a blowfish blowing a balloon, or a cactus balloon floating through the air, aims to express a “seriously optimistic” outward personality. In tune with the brand’s theme, the style of these images is described as “the combination of two unexpected elements, looked at through the positive lens of creativity to give something better, hyperreal and even magical”.

The branding uses a scheme of vibrant colours paired with rich, dark colours, and features a sans serif and serif typeface to allow sway towards either side of its brand persona. Digital assets use cinemagraphs and parallax imagery to make the brand imagery more immersive and charming.

The unified companies, with headquarters in London, employ 750 people in 23 offices across 18 countries with $100million in client billings. According to a statement, Superunion was formed to be able to work with clients across a broader spectrum of audiences with an integrated service. Its clients include Colgate-Palmolive, Dell, Deloitte, Ford, Nestle and Tesco.