The Evolution of a Logo
A logo is more than a visual representation of a brand. It is an identity, something that people come to recognise and associate with the products, values and personality behind a name.
When ABSOLUTE360® was founded in 2013, creating a distinctive logo was one of the first steps in establishing our identity. Five years later, in 2018, we decided it was time to revisit the original design.
Not because we had fallen out of love with it, but because, as the brand developed, we discovered that it wasn't quite as versatile as we needed it to be.
Where It All Began
The original ABSOLUTE360 logo was built around a simple concept: the letter A represented ABSOLUTE, while the circle surrounding it represented 360.
Together, they created a symbol that reflected the brand's name, with the ABSOLUTE360 lettering integrated diagonally across the design.
It was bold, distinctive and full of character. It also had a certain complexity, with several elements brought together to create a single identity.
For digital applications and conventional printing, the design worked well. But as we began exploring different ways of applying our branding to products, its limitations became apparent.
The original ABSOLUTE360 logo concept, created in 2013
When Design Meets Practicality
A logo that looks great on a computer screen doesn't necessarily translate equally well to every physical application.
One of the challenges we encountered was reproducing the original design using techniques such as 3D embroidery.
The combination of the circular symbol, the central A and the lettering running diagonally across it made the logo difficult to reproduce cleanly in certain finishes.
Fine details that worked perfectly in print could become problematic when translated into stitching or other forms of product branding.
We needed a logo that could move comfortably between a website, a clothing label, product packaging and embroidered applications without losing its visual impact.
The solution wasn't to abandon the original identity. It was to simplify it.
A New Look, the Same Identity
In 2018, we worked with an experienced graphic designer to give the ABSOLUTE360 logo a new lease of life.
From the outset, there was one element we wanted to preserve: the original concept of the A enclosed within a circle.
That connection to the brand's beginnings was important. Whatever direction the redesign took, we wanted the symbol to remain recognisably ABSOLUTE360.
The new design retained those two defining elements but introduced cleaner lines, more balanced proportions and a considerably simpler construction.
The result was a modern, striking symbol that could stand on its own and be reproduced across a much wider range of applications.
The redesigned ABSOLUTE360 symbol, introduced in March 2018
We also retained our three original brand colours: Black, Flame Scarlet and White.
Although the appearance had evolved, the identity behind it remained the same.
Giving the Name Its Own Identity
Simplifying the symbol meant removing the ABSOLUTE360 lettering that had been integrated into the original design.
This presented another consideration.
Unlike an established global brand whose symbol is instantly recognisable, ABSOLUTE360 was still building its identity. A standalone symbol, however distinctive, wouldn't necessarily tell someone the name of the brand behind it.
We therefore needed a separate wordmark that could accompany the new logo.
The redesign became an opportunity to modernise the typography too, introducing a cleaner, more contemporary treatment of the ABSOLUTE360 name.
The symbol and wordmark could now be used together or independently, depending on the application.
It gave us something the original design couldn't offer quite so easily: flexibility without compromising consistency.
Introducing the New ABSOLUTE360
The redesigned logo was officially introduced in March 2018, marking a new chapter in the visual identity of ABSOLUTE360.
Once the redesign was complete, the new identity was introduced across our digital platforms, including the website and marketing materials.
The transition has been more gradual for physical applications.
Product packaging, clothing labels and other branded materials couldn't all be replaced overnight, so the updated identity is being introduced progressively.
As the new identity becomes established across our products and communications, it marks another step forward in the evolution of ABSOLUTE360.
A New Chapter for ABSOLUTE360
Five years after creating our original logo, we have given it a new appearance without losing the idea that inspired it.
The redesign wasn't about changing who we are. It was about creating an identity better suited to where the brand is heading.
With a cleaner symbol, modern typography and greater versatility, we now have a visual identity that can grow alongside ABSOLUTE360.
The original concept remains at its heart: the A, the circle and the meaning behind them.
Sometimes, evolution doesn't mean starting again. It simply means finding a better way to express what was there all along.
