WeWork modernises brand identity with bolder and more functional new look

Global coworking space provider WeWork has unveiled a revitalised brand identity that aims to modernise the brand while maintaining its soul as it looks to bring the brand into a new era.

The rebrand was led by WeWork  and creative brand agency Franklyn and consists of an updated logo, colour scheme, hand-drawn illustrations of people and spaces, and a custom typeface that will be available on all WeWork channels.

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Consumers can expect to see changes as WeWork updates their assets on a global scale on digital, social, internal and external communications as well as through member touch points across its locations worldwide and on its app.

“As WeWork members, we have firsthand experience of the magic you feel working in a WeWork space,” said Patrick Richardson, co-founder, Franklyn. “WeWork blurs the line between art and science, emotion and intellect; and it was this duality that inspired the company’s new visual identity.”

WeWork’s new logo retains the subtle curves and lowercase approach of the original with a more functional design that can be easily scaled by connecting the lines of the top of the W.

The new custom typeface, titled “WeWork Serif” was developed by A+ in collaboration with Franklyn and creates continuity between the logo and copy for brand consistency which will complement the secondary typeface, Aperçu Pro, for body copy.

With regard to the introduced secondary colour palette, the saturated pastels of blue, mustard, coral and lilac complement the black and white logo and showcase the brand’s more diverse personality.

The new brand identity also comes with new hand-drawn illustrations to encourage continuity in the brand system by carrying the human element of the office to the brand and showcases WeWork’s product range and amenities.

Additionally, WeWork will be doubling down on their photography approach by utilising detailed shots to exhibit the functionality and human centric design of their spaces and how they can be used.

WeWork joins a list of brands who have updated their identities with modern and refreshed looks this year. One of which is soft drink brand Fanta which recently rebranded with a bolder and more vibrant look.

The refreshed look features brighter, more colourful and more vibrant colours as well as an updated and more simplified wordmark with the removal of the classic orange circle and green leaf. The rebranding, which was led by Coca-Cola's global design team and creative agency Jones Knowles Ritchie, reportedly aims to inspire people to find the fun in life and to "make the plain playful" with a look that remains "unmistakably Fanta". 

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