"From day one, this felt like a true collaboration. Together we set out to build a contemporary British grotesque that respected BBH's heritage while giving it room to push forward."
"Working with Studio Drama made all the difference. They brought the craft and the confidence to explore properly, and to know when something needed pushing further or calming down. We made the BBH typeface free to the world. We didn't want it to just be our difference."
"Every movement in the new visual identity has a reason. Type movement ranges from simple and fluid to more complex, zag-inspired gestures, using weight morphs and zag glyphs to bring attention to key words."
BBH partnered with Studio Drama to develop a new visual identity built around the concept of 'zagging'—taking bold creative risks. Design director Adam Buckland and type director Chris Nott led a collaborative process involving hundreds of sketches to define the zag shape. CGI technology transformed these designs into flexible, ownable brand assets with striking variations, including textured zags resembling melted shopping trolleys and Magnum ice cream. Motion lead Oded Shein created a definitive motion language using Cavalry and After Effects, where every movement serves a purpose. The team released the BBH typeface freely to the world, enabling other designers and creatives to use and interpret it, embodying their philosophy of honest creative exploration.
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