Lytho
Rebrand
Logo Designer & Art Director
inMotionNow was primarily recognized for automating the creative workflow. Following a strategic merger, they needed a brand refresh that showcased their commitment to empowering creatives to produce their best work.
The Challenge
Rebrands are no small feat. There’s a part of us that holds tightly to tradition and “what works”, while another part yearns for the excitement and possibility around repositioning our brand.
For the new Lytho brand, it was important to highlight its roots, especially given the new brand’s call-back to lithography, while communicating the connection between creative and product.
The Logo
The logo embodies a near-infinite loop, with interconnected letterforms that beautifully symbolize the seamless fusion of creativity and productivity that their product inspires. A thoughtful nod to the product’s namesake, the counters in the "y" and "h" take the shape of ink droplets, creating a delightful Easter egg for those in the industry who appreciate the artistry behind it.
The Extension
After creating the logo, I art directed the creation of branded materials that would showcase the new look and reinforce the updated visual language.
As a part of the extension, we created a full set of brand guidelines, collateral, swag, an updated website, and a robust PowerPoint slide library.
