Collins looks to eliminate online trolls with a new identity for OpenWeb

Departing from the visual tendencies of most internet brands, Collins’ identity pays tribute to contemporary tech through motion design and swift animated infographics, while still incorporating classic imagery. Bowker states: “It’s something that we hope serves as a breath of fresh air in a noisy, eye-popping digital landscape.”
For a brand symbol, Collins says they looked to “enduring symbols of key movements in history”, such as the extinction symbol, nuclear disarmament symbol and the creative commons symbol. Collins created an alternative for OpenWeb, hoping to capture the spirit of these marks for the platform’s own visions for the future. The logo takes the shape of seven W’s that form an O, symbolising “harmony and exchange”.
Moving away from Spot.Im, a name that solely referenced chatrooms, OpenWeb’s new visual identity references “timeless virtues of quality and trust”. 19th and 20th-century print – from newspapers to literature – was used as inspiration. In doing so, Collins hoped to imply “considered attention” by hinting at “a time when it took manual labour to put words into existence (carefully setting type with metal and ink)”, Megan tells It’s Nice That.

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