The iconic black and white palate and brand name were kept, as research indicated that there was significant brand equity in these assets.
A ‘+’ symbol, which stands for ‘more’ replaced the ampersand, while at the same time acting as a new graphic device that visually represents the Toop and Toop difference.
From this research, some key themes and findings began to emerge, namely, the concept of ‘more’. Consistently, both the agents and clients told us that Toop + Toop has more experience. More time. More effort. More trust. More insights. More data. More results. More care.
This concept was developed into the ‘Expect More’ brand tagline, which challenges their potential and current customers, their competitors, and their own agents.
When it came to design, Fuller created a contemporary rendition of the original brand.
The primary font is a new modern Swiss typeface, where the ‘O’ letterforms are perfectly circular, resulting in a beautiful balance with the new plus symbol. The secondary font is reserved for the tagline and hero headlines, and has a dramatic ‘thick and thin’ delicacy and pairs well with the primary sans-serif font.