This is a rebranding project conducted by an in-house team at HowHow, a brand studio based in London and Los Angeles. Six years after its founding in 2020, the name, strategy, visual and linguistic identity, and website were all changed. The ampersand (&) in the existing name was replaced with a plus sign (+), and the lowercase spelling was standardized to the uppercase 'HOW+HOW'.

The central phrase is 'Turn up your truth.' It signifies finding the unique characteristics that only a brand can articulate and amplifying them. The new H+H logo expresses this strategy through the movement of a volume control. Letters connected by horizontal and vertical lines lengthen or narrow, adapting to the screen aspect ratio. They spread out on wide banners and compress into short symbols on square or vertical screens.

The 3D illustration features a bird holding a key, a lyre, a tree, and eyes surrounded by light. A rough, carved texture has been added to the surface, and it is used as a symbol representing the services provided by the studio, such as rebranding and corporate mergers. The same visual language is continued on the website and in presentations.

The existing yellowish-green color was adjusted to a color called 'Gello'. The serif typeface Wagram was combined with subtle movements, and the text was refined to be short and direct. The strategy of 'amplification' was applied to various elements through variations in logo size and the movement of illustrations.

The website was also rebuilt to align with the new identity. It was configured to support both Google Search and AI search, and a separate page was created for large-scale language models to read. Alex Rodknight and Will Nicklin were responsible for strategy and language identity, while Callum Richards and Colette Douong handled design, motion, and illustration.

See more and sources
https://how.studio/
https://mindsparklemag.com/designs/a-volume-dial-logo-turns-up-the-truth-at-howhow