London's creative powerhouse, Seventeen, has introduced a bold new brand identity, marking a significant milestone after two decades in the industry. This comprehensive rebrand, centered around the concept of 'odd minds', showcases a collection of playful graphic icons designed to reflect the unique personalities of its team members. The agency, formerly known as Weareseventeen, has evolved from a moving image studio to a multifaceted creative force, encompassing CGI, motion, live action, branding, strategy, and experience design. This new visual language signifies their expanded capabilities and their commitment to challenging conventional industry expectations.

The rebranding initiative underscores Seventeen's belief that embracing individuality and unconventional thinking is more crucial than ever. Each of the agency's 22 team members was invited to contribute by designing a graphic icon that represented their unique character. These diverse symbols, ranging from a teacup to a jellyfish, were then masterfully refined by illustrator Hugo Bernier, creating a cohesive yet varied collection. This collaborative approach highlights the agency's collective spirit and its celebration of diverse perspectives, embodying the 'odd minds' ethos.

As part of this extensive overhaul, Seventeen's associate creative director, Longbin Li, crafted a distinctive new wordmark. This abstract logo, ingeniously combining the numbers one and seven, serves as a dynamic animation on their redesigned website. The wordmark's deliberate ambiguity allows for multiple interpretations, reflecting the agency's fluid and innovative approach. The website itself, developed in collaboration with Malvah, features a minimalist design, providing a sophisticated backdrop for Seventeen's impressive portfolio of 'otherworldly' CGI and live-action projects.

The website's user-friendly interface boasts a clean white landing page with an interactive central pillar, where dynamic buttons reveal various projects upon hovering. An understated 'about' section in the top right corner leads visitors to a greyscale page, adorned with a rotating cluster of Bernier's whimsical icons and a list of the Seventeen team members. This thoughtful design emphasizes both functionality and artistic expression, ensuring a seamless and engaging user experience while subtly reinforcing the agency's brand narrative.

This strategic rebrand solidifies Seventeen's position as a forward-thinking creative agency dedicated to non-conformity and originality. The 'odd minds' philosophy champions a collective of diverse thinkers who are not afraid to subvert industry norms and carve out new creative territories. By celebrating the individual quirks and collective brilliance of its team, Seventeen continues to push boundaries and inspire innovation in the creative landscape.