Getty Images needed to change their image. People's current perception of Getty is a monopolistic industry leader. They wanted to be thought of as an open, modern, digital business.

We approached Getty’s perception issue by transforming the icon at the heart of their business: the Getty watermark. Previously, the watermark was a restrictive, closed symbol. We redesigned it to be an object of openness, information, and utility — and transformed the Getty brand in the process.

The new Getty watermark just launched so it’s industry affect remains to be seen. But conceptually, the watermark champions its contributors, empowers its customers, and romances its very business model — the content that it protects. The new Getty watermark is the new Getty.