The story behind our new identity

glueglue logo rebranding

The story behind our new identity

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This year glueglue™ will turn ten,  and for this special occasion we decided to redefine our identity, we saw it as the natural next step in a multi-year effort to evolve our brand.

What’s new?


glueglue-logo-costruction new identity

glueglue-logo-black new identity

Our new logotype is set in a custom, geometric typeface. First of all we’ve cleaned up the logo, made it curved by using the circle as a main geometric shape and generally brought it forward so it renders better at small size across mobile and desktop platforms and for maximum legibility.

Gradient as a main color of the new identity

glueglue-color-gradient new identity

From a color perspective we decided not to choose a specific color to better reflect our soul: as a consultancy agency we believe that our value is to continuously evolve and adapt ourselves to our clients’ needs. We change our skin as a chameleon does! This vibrant and energetic colorways express our vitality and open mindedness.


glueglue-logo-gradient new identity

Tone / Typography

glueglue font new identity

“We love statements as a way to express our vision.”


Cooper-Hewitt is perfect for us because it has straight horizontal and vertical stroke endings. We choose this font for the ease of reading both on the web both on paper.

The website identity

new identity glueglue site web


The big change is our new website, inside of it you will find a bunch of new contents.

Such as our portfolio which has been entirely redesign from the ground up, now is simpler and more intuitive. We introduced a new way to navigate through projects thanks to new case studies explained with , photos and short texts.

We now have a dedicated page for our ventures, in that page you’ll find all the startup companies with whom we have built something, or with whom we establish a collaborative synergy.

Email sign


glueglue-logo gif new identity


glueglue identity is playful!
Starting with the new logo we decided to upgrade also our signature email, by creating an animated GIF of the logo itself.



We hope you enjoy the new site as much as we do. Please feel free to share it and send us any feedback, comments or suggestions. We’d love to hear what you think!

If you haven’t already, don’t forget to sign up to our newsletter (you’ll find the link in the website footer) to get the latest glueglue updates on a monthly basis!

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Stefano Planatscher

Junior UI / UX designer | Mockup lover & Invision maniac | Technology junky

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