As we move closer and closer to our 13th year, we’re delighted to announce our new and improved website and with it, a refreshed logo design!
Introducing, Freshlime’s 2017 logo:
Over the past 12 years, Freshlime has continued to evolve within, and adapt to, the ever-changing media landscape, both in Australia and on a global scale. Since then, the business has continued to move from strength to strength as a boutique media planning and buying agency.
The logo, as such, seeks to communicate this evolution.
Stylised by elements of prosperity and growth, the new logo reflects a new era for the agency, one that better represents our core values, what we do, and how we operate. This meant finding a brand identity that communicated a sense of organisation and professionalism, without sacrificing the perception of friendly, approachable service.
Whilst reluctant to depart from the hand-drawn lime that saw us through from 2008 to 2017, we couldn’t help feel it was time to modernise our ‘look’, symbolising our move toward a stronger, stand-alone entity.
Titled “Greenery”, the logo’s colour was voted PANTONE’s most popular colour of 2017; expressing an emphasis on rebirth, reinvention, and reinvigoration.
“Bringing forth a refreshing take, Greenery is a tangy yellow-green that speaks to our need to explore, experiment and reinvent. Illustrative of flourishing foliage, the fertile attributes of Greenery signals one to take a deep breath, oxygenate and reinvigorate.” – PANTONE
Further to this, the logo’s colour identifies a stronger focus on continued learning, as we strive to educate both our team and clients on the latest and greatest media trends, insights and technologies sweeping the industry.
The visual elements of the typeface represent a step forward for the agency, comprising a modern, lower-case font, disparate from the thin capitals that embodied its predecessor. Interestingly however, the replacement design doesn’t stray far from the appearance of Freshlime’s original logo design from way back in 2005…
Freshlime Logo: A History
2005 – The Psychology of Colours
When Freshlime Media first launched in March of 2005, the ‘psychology of colours’ and colour ‘emotions’ were taken into careful consideration. Expressing the company’s three core brand attributes: health, freshness and growth, lime green was selected to pioneer the Freshlime brand. As such, lime gradients were chosen as the background theme, whilst white and grey lower case font was decided upon for the name itself.
Thus, a brand was born, and Freshlime Media’s ‘fresh’ approach to media and marketing was underway.
2008 – First Logo Refresh
A slight logo refresh came about in 2008 when we decided to capitalise the name ‘Freshlime’ in our internal and external branding; showcasing our confidence as an established media agency.
Alongside the name, a collective of hand-drawn lime outlines formed part of the refresh, making its way into our final logo design.
Meanwhile, it started to become apparent to us that clients, media suppliers and agency partners were fondly omitting the ‘Media’ of ‘Freshlime Media’ more and more.
2012 – Dropping the ‘Media’
Throughout this period, our core brand colours of lime green, white and charcoal endured, with an additional colour palette of variations introduced for a number of different uses, both internally and externally.
Having simplified the name, we also decided to strip back the hand-drawn limes into a single image. This was thought to streamline the face of our brand, mirroring our consolidated approach to media planning and buying.
By this stage, the name ‘Freshlime’ had been adopted by all external business partners in the market, both locally and nationally; building with it, a strong presence as an independent, boutique media agency.
2017 – The Present Day
Bringing us back to 2017, the visual arrangement of the letters closely resembles that of our original look and feel, apparent most prominently in the typeface selection.
However, perhaps most notable of this year’s logo refresh, is the absence of the hand-drawn lime. As difficult as it was to let go, it was a unanimous decision that the modernist appearance of the updated typeface was strong enough to stand on its own two feet. And despite the similarity in appearance to that of our original look, our growing list of beloved clients, strong reputation, and continued search for improvement is a testament to just how far we’ve come since our humble beginnings in 2005.