CoWrks

Co-working Space

Rebranding

Cowrks is one of the largest coworking space brands in India. Within a period of 12 months, they were set to open more than 15 centers across 6 cities. With the arrival of global brands in India, they needed to have a bold presence that stood apart in the industry. Their existing typemark logo was non-cohesive and along with inconsistent visual language in place, brand recall was difficult. 

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After a thorough competitor analysis and research, the typemark got a contemporary refresh and became the starting point for a flexible identity system and visual language. Rather than sitting obligingly in a corner like conventional logos, the Cowrks identity pushed the envelope of how a logo could be used. The typemark and the pattern derived out of its repetition provide a distinctive, memorable and cohesive framework for the brand applications. The typemark pattern can be used in dozens of different configurations, creating fresh extensions of the brand while reiterating the core aesthetic.