For Redpoint advertising agency, we created a renewed corporate identity concept. The existing identity seemed to have a problem: the unclear connection between the logo and the name of the company. In the renewed identity we kept the cyan color, a decision based on the wishes of the client, but in a different turquoise undertone. Due to the name of the company we also decided to include the color red. We kept the logo typographic and only removed the stem of the letter “I”, keeping only the point above. This lifted point creates a dynamic feel and becomes the center of a viewer’s attention. Blue / Turquoise and red color system creates a powerful combination that would make the company stand out in its target market. At the same time the combination is playful which shows the youthful side of Redpoint’s team. We also included quotes that contain the word point in the corporate materials to showcase the core values and principles of the company.