Fifty Digital: A New Brand Era
As we approach the agency’s fifth birthday, the time was right to develop a look and feel that befits our position in the industry. We wanted to create a unique, mature and confident brand that reflects the creativeness and pedigree of our company. The challenge was clear, design a new brand to stand out in a competitive industry that is rapidly evolving.
The anchor
The first thing was to create a bold, unyielding wordmark that would anchor our brand like a rock in stormy waters. Legibility when pixels are at a minimum is paramount when working in the social media industry and communicating the power of our brand was a must. We decided upon a tight block uppercase identity that fits both requirements.
![Fifty Digital logos on brand colours](https://50-sport.com/wp-content/uploads/2020/06/WEBSITE-IMAGES-LOGOLOCKUP-1024x576.jpg)
Finding our voice
To stand as the masthead and expression of our brand, we chose a striking and confident display font to convey our tone of voice. Noe Display Bold conveys a sense of age-old wisdom mixed with a contemporary and trendy twist. To compliment this expressive display font, we chose Circular Std as our main copy font for clarity in communication and simplistic style.
![Brand Typography](https://50-sport.com/wp-content/uploads/2020/06/WEBSITE-IMAGES-TYPO-1024x576.jpg)
![Athletes Spotlight Graphics](https://50-sport.com/wp-content/uploads/2020/06/AthleteCreative-copy-1024x576.jpg)
Cutting through the noise
Designing the colour palette was not so much of a complete refresh as the rest of the brand, but more of an evolution of our existing style. We heightened and amplified our green to an Electric Teal to create a distinctive accent colour that cuts through the noise of a busy social feed. We hope this new shade of Teal will make our brand instantly recognisable. To counter this, we darkened our Navy Blue to a much deeper Space Cadet Blue. This provides a neutral base to lift the Electric Teal of the page and show off a vast array of client creative that may not share a similar colour palette to ours.
![](https://50-sport.com/wp-content/uploads/2020/06/WEBSITE-IMAGES-COLOUR-copy-1024x576.jpg)
![Social Sport Sponsorship in Fifty Digital branding](https://50-sport.com/wp-content/uploads/2020/06/Tagline_Teal_Wide-1024x576.jpg)
Ever evolving brand
With these basic building blocks, we have entered a new era in Fifty Digital’s company history which we hope will be as distinctive and prosperous as the first iteration of the brand was.