We usually think about a brand in terms of ethos, voice, visual identity, and in that order. For Gretel NY, the VH1 project was exciting because “they came to us very specifically looking for a language system first, ethos and visual identity second…sort of an inverted brief, or maybe just a more contemporary brief. The solution was the plus sign, which works as a connective tissue. It’s the core strategy of the brand and it’s baked into the logo and all brand language. It also speaks to enthusiasm, hyperbole and inclusiveness, which are core components of the brand. The visual identity is essentially a delivery system for that language, which can be reorganized and reinvented as needed. In the end, VH1 got a much-needed refresh as their viewership and programming had evolved beyond their old branding.” (via Design Taxi)