The Problem

Current Group needed a visual identity that could represent a modern communications network spanning culture, health and strategy while capturing its belief in always moving forward and never settling.

The Solution

Inspired by the movement of currents, the logo uses fluid forms and directional details to create a sense of momentum while reinforcing Current Group’s role in helping brands navigate an ever-changing cultural landscape.

The Smoke

My goal was to create the Logo & Identity Design for Current Group around the idea of “Always Forward. Never Settle.” I developed a custom wordmark that feels progressive and constantly in motion, using flowing details within the letterforms to bring the idea of a current directly into the identity.