TIME FOR A LOGO MAKEOVER?

Thirteen-year-old Arketype knew it was time for a major makeover. The firm’s previous logo was an edgy sunburst with a tilted “A,” and no longer reflected the agency’s expanded capabilities, particularly in the realms of digital multimedia and textile design.

“Arketype’s history has its beginnings in very strong print work,” Rivett states. “But over the years, our business strategy has changed, and our logo needed to evolve to better reflect that.”

Arketype put itself through the same evaluation rigor it requires of its clients. As a result, the agency concluded that its image needed a fundamental makeover to more appropriately correspond with its marketing direction.

The logo now consists of an abstracted “A” with a rocket appearance to reflect Arketype’s reach into multiple disciplines like multimedia, while a ring around the “A” represents the full scope of the group’s capabilities.

Arketype took an even bolder step forward by changing the spelling of its name. Formerly known as Archetype Group, the team ramped up its creative quotient by exchanging the “ch” for a “k,” and dropping the word “group” altogether.

“The simplification allows our company to market itself beyond traditional agency offerings and explore new areas like textile design,” says Meinke.

Rivett adds, “The phonetic spelling challenges traditional spelling which is a direct reflection of Arketype’s general rules. We think this move complements our creative identity and our willingness to explore new ideas.”

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