{"id":15235,"date":"2023-06-14T08:52:34","date_gmt":"2023-06-13T23:52:34","guid":{"rendered":"https:\/\/designcompass.org\/?p=15235"},"modified":"2023-06-14T08:52:37","modified_gmt":"2023-06-13T23:52:37","slug":"wework-brand-refresh","status":"publish","type":"post","link":"https:\/\/designcompass.org\/en\/2023\/06\/14\/wework-brand-refresh\/","title":{"rendered":"WeWork Brand Refresh: Modern, but Smells Human"},"content":{"rendered":"<p>Global co-working space WeWork refreshed its brand with creative brand agency Franklyn. The logo, colors, illustrations, and typography have been changed. Instead of completely changing the brand, we decided to update it in order to maintain the strong identity established in the coworking space space.<\/p>\n\n\n\n<p>\u201cAs a WeWork member, the WeWork space was magical,\u201d said Franklyn co-founder Patrick Richardson. Wework blurs the lines between art and science, sensibility and intellect. This duality inspired the visual identity.\u201d said.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Introducing WeWork&#039;s New Brand Identity\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/c-wziczGM6M?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"1024\" src=\"https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-06-1024x1024.png\" alt=\"\" class=\"wp-image-15241\" srcset=\"https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-06-1024x1024.png 1024w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-06-300x300.png 300w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-06-150x150.png 150w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-06-768x768.png 768w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-06-1536x1536.png 1536w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-06-12x12.png 12w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-06-600x600.png 600w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-06-924x924.png 924w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-06-671x671.png 671w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-06-1320x1320.png 1320w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-06-100x100.png 100w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-06.png 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">\u00a9WeWork<\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"1024\" src=\"https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-07-1024x1024.png\" alt=\"\" class=\"wp-image-15242\" srcset=\"https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-07-1024x1024.png 1024w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-07-300x300.png 300w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-07-150x150.png 150w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-07-768x768.png 768w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-07-1536x1536.png 1536w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-07-12x12.png 12w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-07-600x600.png 600w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-07-924x924.png 924w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-07-671x671.png 671w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-07-1320x1320.png 1320w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-07-100x100.png 100w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-07.png 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">\u00a9WeWork<\/figcaption><\/figure>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">\ud83d\udc41\ufe0f Designer Eye<\/h3>\n\n\n\n<p>The old logo was a serif that looked like it had smeared ink. The bends and ends of the strokes have been changed to be sharper. The lines above and below the X-height have been emphasized to make it easier to read.<\/p>\n\n\n\n<p>&#039;WeWork Serif&#039;, created in collaboration between A+ and Franklyn, is a typeface consistent with the logo. It&#039;s not as pointed and bold as the logo, but the character has melted. I use Aper\u00e7u Pro as a secondary typeface for body text.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"1024\" src=\"https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-02-1024x1024.png\" alt=\"\" class=\"wp-image-15237\" srcset=\"https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-02-1024x1024.png 1024w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-02-300x300.png 300w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-02-150x150.png 150w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-02-768x768.png 768w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-02-1536x1536.png 1536w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-02-12x12.png 12w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-02-600x600.png 600w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-02-924x924.png 924w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-02-671x671.png 671w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-02-1320x1320.png 1320w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-02-100x100.png 100w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-02.png 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">\u00a9WeWork<\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"1024\" src=\"https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-03-1024x1024.png\" alt=\"\" class=\"wp-image-15238\" srcset=\"https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-03-1024x1024.png 1024w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-03-300x300.png 300w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-03-150x150.png 150w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-03-768x768.png 768w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-03-1536x1536.png 1536w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-03-12x12.png 12w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-03-600x600.png 600w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-03-924x924.png 924w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-03-671x671.png 671w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-03-1320x1320.png 1320w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-03-100x100.png 100w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-03.png 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">\u00a9WeWork<\/figcaption><\/figure>\n\n\n\n<p>As for the palette, I chose the method of using black on a medium-saturated color that is currently in vogue. Among the pastel tones, the saturation and brightness were adjusted to arrange blue, mustard, coral, and lilac that are clearly distinguished from the background.<\/p>\n\n\n\n<p>I use the free pen drawing type of illustration as a human element. The duality of diversity and freedom, sensibility and intellect is expressed in neat colors and free forms.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"1024\" src=\"https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-04-1024x1024.png\" alt=\"\" class=\"wp-image-15239\" srcset=\"https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-04-1024x1024.png 1024w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-04-300x300.png 300w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-04-150x150.png 150w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-04-768x768.png 768w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-04-1536x1536.png 1536w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-04-12x12.png 12w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-04-600x600.png 600w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-04-924x924.png 924w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-04-671x671.png 671w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-04-1320x1320.png 1320w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-04-100x100.png 100w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-04.png 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">\u00a9WeWork<\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"1024\" src=\"https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-05-1024x1024.png\" alt=\"\" class=\"wp-image-15240\" srcset=\"https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-05-1024x1024.png 1024w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-05-300x300.png 300w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-05-150x150.png 150w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-05-768x768.png 768w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-05-1536x1536.png 1536w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-05-12x12.png 12w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-05-600x600.png 600w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-05-924x924.png 924w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-05-671x671.png 671w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-05-1320x1320.png 1320w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-05-100x100.png 100w, https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-05.png 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">\u00a9WeWork<\/figcaption><\/figure>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">\ud83d\udcd5 Editor&#039;s Notes<\/h3>\n\n\n\n<p>This is a new change for WeWork, which has been noisy for so long. But what really made WeWork special was the space they created. It&#039;s unfortunate that there aren&#039;t many stories about the interior and photos that express the main character, which is the area where the visual identity will be exposed the most.<\/p>\n\n\n\n<p>It would have been better if these details were also disclosed.<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">More and Sources<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.wework.com\/newsroom\/weworks-brand-evolution\">https:\/\/www.wework.com\/newsroom\/weworks-brand-evolution<\/a><\/li>\n<\/ul>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<script async=\"\" src=\"https:\/\/pagead2.googlesyndication.com\/pagead\/js\/adsbygoogle.js?client=ca-pub-4130900524608986\" crossorigin=\"anonymous\"><\/script>\n<ins class=\"adsbygoogle\" style=\"display:block\" data-ad-format=\"autorelaxed\" data-ad-client=\"ca-pub-4130900524608986\" data-ad-slot=\"2908097030\"><\/ins>\n<script>\n     (adsbygoogle = window.adsbygoogle || []).push({});\n<\/script>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Similar posts<\/h2>\n\n\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">recent posts<\/h2>","protected":false},"excerpt":{"rendered":"<p>\uae00\ub85c\ubc8c \ucf54\uc6cc\ud0b9\uc2a4\ud398\uc774\uc2a4 WeWork\uac00 \ud06c\ub9ac\uc5d0\uc774\ud2f0\ube0c \ube0c\ub79c\ub4dc \uc5d0\uc774\uc804\uc2dc Franklyn\uacfc \ud568\uaed8 \ube0c\ub79c\ub4dc\ub97c \ub9ac\ud504\ub808\uc26c\ud588\uc2b5\ub2c8\ub2e4. \ub85c\uace0, \uc0c9, \uc77c\ub7ec\uc2a4\ud2b8\ub808\uc774\uc158, \uc11c\uccb4\uac00 \ubc14\ub00c\uc5c8\uc2b5\ub2c8\ub2e4. \ucf54\uc6cc\ud0b9 \uc2a4\ud398\uc774\uc2a4 \uc601\uc5ed\uc5d0 \uc790\ub9ac \uc7a1\uc740 \uac15\ub825\ud55c \uc815\uccb4\uc131\uc744 \uc720\uc9c0\ud558\uae30 \uc704\ud574 \ube0c\ub79c\ub4dc\ub97c \uc644\uc804\ud788 \ubc14\uafb8\ub294 \ub300\uc2e0 \uc5c5\ub370\uc774\ud2b8\ub97c \ud558\uae30\ub85c \ud588\uc2b5\ub2c8\ub2e4. Franklyn\uc758 \uacf5\ub3d9 \ucc3d\ub9bd\uc790 Patrick Richardson\uc740 \u201cWeWork \uba64\ubc84\ub85c\uc11c Wework \uacf5\uac04\uc5d0\uc11c \ub9c8\ubc95 \uac19\uc740 \uacbd\ud5d8\uc744 \ud588\uc2b5\ub2c8\ub2e4. Wework\ub294 \uc608\uc220\uacfc \uacfc\ud559, \uac10\uc131\uacfc \uc9c0\uc131\uc758 \uacbd\uacc4\ub97c \ubaa8\ud638\ud558\uac8c \ub9cc\ub4ed\ub2c8\ub2e4. \uc774\ub7ec\ud55c \uc774\uc911\uc131\uc774 \uc2dc\uac01 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":15236,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[4,620],"tags":[40,69,97,156,159,171,758,763,770,776,777,778],"class_list":["post-15235","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","category-brand","tag-bx","tag-69","tag-97","tag-156","tag-159","tag-graphic","tag-758","tag-763","tag-770","tag-bi","tag-ci","tag-campaign"],"acf":[],"jetpack_featured_media_url":"https:\/\/designcompass.org\/wp-content\/uploads\/2023\/06\/wework-refresh-09.png","publishpress_future_action":{"enabled":false,"date":"2026-05-12 16:46:46","action":"change-status","newStatus":"draft","terms":[],"taxonomy":"category","extraData":[]},"publishpress_future_workflow_manual_trigger":{"enabledWorkflows":[]},"_links":{"self":[{"href":"https:\/\/designcompass.org\/en\/wp-json\/wp\/v2\/posts\/15235","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/designcompass.org\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/designcompass.org\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/designcompass.org\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/designcompass.org\/en\/wp-json\/wp\/v2\/comments?post=15235"}],"version-history":[{"count":0,"href":"https:\/\/designcompass.org\/en\/wp-json\/wp\/v2\/posts\/15235\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/designcompass.org\/en\/wp-json\/wp\/v2\/media\/15236"}],"wp:attachment":[{"href":"https:\/\/designcompass.org\/en\/wp-json\/wp\/v2\/media?parent=15235"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/designcompass.org\/en\/wp-json\/wp\/v2\/categories?post=15235"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/designcompass.org\/en\/wp-json\/wp\/v2\/tags?post=15235"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}