Tesco
Jordan / 2025
Tesco is a technology office supplier from Jordan. About to celebrate its 50th anniversary, they have commissioned us with a brand revamp that pays tribute to its history while embracing the future.
The new branding evokes the ever-changing technology by morphing the square and circle shapes in the old logo into a new and mutant identity that is dynamic and adaptable.
Logo
Apart from its dated design, the old logo was composed of too many elements: a symbol featuring both initial letters combined, a bilingual wordmark, and an extra dot in the center of the last letter of each language.
Our first move was dropping the meaningless symbol and creating separate versions for each language, increasing the readability and recognition. By simplifying the composition, the small dot gained room and visibility, becoming the starting point of an entire visual universe.
Finally, an updated design and a new vibrant color palette brought new life to the brand.
Old logo
New logo - English
New logo - Arabic
Visual Universe
We developed a graphic language, both static and in motion, in which the square and circle gain volume, creating a visual universe that is both abstract and tangible, as it is software and hardware.
Communication
To balance the ethereal side of the visual universe, the communication focuses on Tesco's dedicated service and the product's benefits, for a more empathetic and engaging speech.
50th anniversary
To celebrate Tesco’s 50th anniversary, we created a short movie about the progress of technology in the workplace in the last five decades.