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.