BBH’s Bold Rebrand: Type, Zag, Motion
As a branding curator with years of practice, I flag BBH’s first visual overhaul in 44 years as required reading. Studio Drama helped produce three bespoke typefaces, each honoring a founder. They also built a library of zag glyphs that transform heritage into playful assets. The project balances respect and rebellion, with motion and tactile 3D objects that anchor the system in cultural memory. This is a masterclass in translating an agency ethos into a flexible design language.
Every element here feels intentional, from weight morphs to tactile zags sculpted into everyday objects. The three typefaces give density, voice, and mischief, so teams can zag with clarity across print and screen. Releasing the typefaces open source signals a generous intent, inviting designers to iterate beyond BBH. Read the full breakdown for process detail, motion tests, and images that show how craft and strategy converge.
Look closely at the 3D zags, they reframe mundane objects with unexpected humor and skill. Motion studies clearly keep energy high, while typography holds structure and a distinct BBH personality. This rebrand is pragmatic, playful, and principled, a rare blend brands should study and adopt.
Source: abduzeedo.com
