Today

Nov 2017

The new brand identity for Today marks a sophisticated evolution in commercial workspace branding, successfully navigating the intersection of architectural presence and digital-first communication. Orchestrated by the team at Accept & Proceed, the project establishes a cohesive visual language that feels as grounded in the physical environment as it does on a screen. By leaning into a strategy of architectural minimalism, the identity utilizes high-contrast typography and a restrained, modular grid system to turn complex information into accessible wayfinding. The aesthetic is defined by its clean, reductionist approach, blending vibrant, gradient-heavy color palettes with sharp, vector-based iconography. From the glowing, chromatic-shift cube installations on urban storefronts to the tactile, paper-based promotional collateral, the brand creates a seamless transition between the tangible and the abstract. The execution relies on a consistent use of natural light and balanced negative space, ensuring the brand name remains the focal point across all assets. Whether through monochromatic line-art signage or bold, sans-serif messaging that declares the space as a modern workspace, the identity avoids unnecessary ornamentation. Instead, it favors a highly symmetrical, professional look that speaks to the needs of the contemporary office landscape, effectively positioning the Today brand as an essential, streamlined fixture within the modern corporate sector.

Commercial

Typography