Marking their fifth year in "brewing magical videos", Antidote announced a rebirth of their brand in changing up their logo, website and releasing a new reel. Five years is kind of the determiner of if you're really going to be a serious creative entity or if you're destined to wither away and die. We're proud to announce that Antidote has decided to establish themselves here and produce some very nice work that we admittedly have not delved into enough in the past.
Right off the bat, the new logo is a vast improvement over the old one (which we can't find). The custom typography is a much sexier and on-target look for the type of work they execute and they've somehow managed to the make the normally tired color palette of orange and grey feel fresh again. The tear-drop-with-a-name-tag-in-the-circle-thing is still around, but hopefully the typography will rise upward and knock it out of the picture in the future.
Co-founder Michael Francis shares his thoughts on the new mark:
"The new logo maintains the recognizable drop which has been a part of our branding identity since we opened. We wanted to change the logo just for change sake, but we didn't want to lose any brand equity we might have built so we settled on a refresh. The new logo incorporates the drop, now anchored to a more casual and relaxed font style. We take what we do seriously, but sometimes our industry feels a little pretentious or too cool for it's own good. We didn't want that and we feel like the new logo is reflective of our attitude and approach."
The website coincides with the renewed freshness of the logo and gets to the work straight away - which we're always big fans of. There's a somewhat confusing home page dashboard of different areas, but with only 4 pages on the site, it's not hard to get potential clients to the goods quickly.
The website is a complete redesign including an updated show reel for 2014 along with the usual items of interest (company info., staff, work samples, etc), but presented in a much more user friendly format. The old website domain (thinkantidote.com) is gone, replaced by antidotestl.com. The new domain combines two of our greatest passions, our company and our city.
Top it all off with a slightly long but clearly capable reel and you have a pretty perfect relaunch of a creative studio that we look forward to seeing more from (and showcasing) down the road. Congratulations Antidote!