Aon

Previous iterations of the brand were memorable but lacked cohesion. While the tone was warm and friendly, it failed to balance authority, often veering into too casual. Visually, the design felt cluttered. Support imagery relied heavily on polygons as containers and an overuse of the color red thus creating a sense of chaos. Printed materials appeared loud and overwhelming, lacking subtlety and focus. The brand’s authority and refinement were diluted by excessive copy, unnecessary graphics and overuse of red type.

This new direction is more restrained with minimal use of red (primarily in the logo) and a palette of cool greys accented with teal. A 26- and 32-column grid structure has been implemented to better organize content and improve clarity. There is also a conscious effort to move away from print reliance. The new work is designed for the digital world, supporting sustainability efforts and enabling faster turnaround times and updates.