Rebranding Radeon

Our brief was to rebrand tech giant Radeon to reflect its
new goals and aspirations.

Graphics cards are vital for playing the latest high-end
games and constitute a multi-billion dollar industry. Radeon
– owned by micro-processor giant AMD - is a key player in
this arena, but in recent years had been on the back foot
and, worse still, its position was slipping.

Radeon recognised that its products appeal to a much
broader audience than the industry currently targets and it
was our job to reflect this in the branding.

We did this by realigning Radeon with companies in the
consumer tech market; companies such as Google, Nest or
Apple. It meant a simple wordmark with a hidden element,
subtle design direction that included minimal layouts and a
stripped back colour palette with lots of white space to allow
the content to breathe.