NEAL STREET Logo Redesign
NEAL STREET approached us to update and rebrand their company logo. They needed a clean, contemporary logo, including an animated version that would sit confidently in front of their feature film work. The challenge for Framestore’s Creative Director, Sharon Lock was to create a design that felt effortless yet distinct, and worked seamlessly across their three creative strands: film, television, and theatre. In a highly collaborative process we began by working closely with NEAL STREET to shape the brief itself.
Working with Framestore on our logo redesign was a seamless experience. They very quickly interpreted our brief and translated it into something refined and elegant for the screen. We are thrilled with the end result and feel that the new logo has elevated how our company shows up across every platform.
Drawing on her expertise for typography and motion, Sharon developed concepts with animation in mind from day one. Rather than retrofitting movement to a static design, Sharon designed the logo and motion language together, ensuring neither was compromised. “A unifying insight emerged from theatre spotlights to camera lenses all three of NEAL STREET’s creative pillars involve the manipulation of light,” said Sharon Lock. “This inspired the final logo concept, which used three overlapping triangular forms to represent beams of light. These converge to form the ‘A’ in NEAL which quickly became a striking visual element and the foundation of the animation.”
The result was a bold, minimal wordmark and animated logo that captured the spirit of NEAL STREET’s work across stage and screen. It was tricky to make a new single line horizontal logo work for social media profiles which tend to fit within a circle. So Sharon created a second version with a stronger focus on the ‘A’ to work for a squarer format.
“We love projects that include pure graphic design with a storytelling core. There’s something deeply satisfying about embedding narrative into a compact mark,” added Sharon Lock. “These jobs often feel small in scale but are deceptively complex, requiring sharp conceptual thinking.”
Working with Framestore on our logo redesign was a seamless experience. They very quickly interpreted our brief and translated it into something refined and elegant for the screen. We are thrilled with the end result and feel that the new logo has elevated how our company shows up across every platform. Nicolas Brown, Company Director, NEAL STREET.