Over a long and fruitful relationship with home decor brand CB2, we helped to evolve the brand to become more elevated and refined in nearly every sense. After 10 years with the same visual identity, it was time for a change. While their iconic orange circles served them well, the core mark needed to catch up with other aspects of the brand. In collaboration with CB2, we created a new identity that spoke to the core tenants and behaviors of the brand: to be bright, creative and inviting. Key to this evolution was incorporating the future direction of its offerings while bringing a new level of sophistication and poise. Unfussy and personable, the new logo now sits in a frame, which protects the name and brand values. The frame also acts as a window to what’s most important to CB2 – its suite of products.