Back Market, a global marketplace for renewed tech, has revamped its brand identity to underscore its mission to make tech more affordable and sustainable without compromising on quality. It defined the visual identity and design system.
Back Market’s in-house design team led by Victor Antonelli – the senior lead art director – worked with Rasmus Wangelin and Studio Herrstrom for the new identity. They worked on the logotype, enhanced clarity and brought about modernity. The new revolving logo links the brand Back Market to its mission to promote circularity in technology. The team established circular patterns to highlight revival, lifecycles, and circularity. Moreover, it illustrates the ongoing process of tech rejuvenation.
Rasmus said Back Market has evolved as a company but needed to evolve their visual brand. “Their brand personality embodies optimism, exists as a challenger to big tech, and balances an offbeat but premium aesthetic,” he said. “We set out to craft a new identity that resonates with these attributes and effectively communicates their essence through brand and product communications, packaging, photography, illustrations, and partnership engagements.”
Rasmus shared that Back Market’s new identity needed to feel effortless. “The team redrew the logotype to enhance clarity and approachability. Motion played a crucial role in amplifying this message through animation.” The team incorporated diagonal patterns to complement the circular motifs. Rasmus pointed out that the dynamic visual language reinforces the brand’s progressive and forward-thinking ethos.
“Passion is at the core of everything Back Market does. And with the ambition of getting the message across with a bit more attitude, we also helped create a graphic style that’s more direct and with clear statements that can be used in a more activistic manner.”
Studio Herrstrom said they helped Back Market craft a new identity that effectively communicates their essence through brand and product communications, packaging, photography, illustrations, and partnership engagements.
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