This project was based off a prompt to rebrand Extra Space Storage. Following thorough visual and strategical audits of both ESS and its competitors, the primary goal for the rebrand was to differentiate from competition through a strong conceptual tie to services, sophisticated color, and more graphic use of typography.
The solution is built around a responsive logo system. Starting with a widely spaced wordmark, spacing is determined by either content or application. For content based spacing, the two words space to either side of the content as seen in the animation below. For applications that don't have a logical piece of content to space to (letterhead, signage, boxes, etc.) the logotype uses the dimensions of the application as the basis for word space.
This system, combined with the professional, yet playful type choices and thoughtful use of color help to create significant differentiation from competition.
EXTRA SPACE STORAGE REBRAND
LOGO CONTENT INTERACTION BELOW