The original logo depicting a tree and sunset was based around the brand’s founding story. We started with an open mind exploring both tree and non-tree solutions, however it quickly became clear through consumer research that a tree was not just expected, but wanted as part of the brand.

We developed a number of rich territories during the design process, in each we created a new tree based upon solid insight and strategic synergy. We created a new simpler tree to make it more ownable, keeping all the positive natural connotations of growth, stability and diversity whilst making an instantly recognisable icon.

With the technology sector saturated with poppy primary colour palettes, there was an opportunity to create a point of difference with a bright natural green. We set this against a unique darker palette inspired by the Rainbow Eucalyptus tree and its unique multi-hued bark.

We created a wealth of assets for the Gumtree rebrand, including:

-Logo for online and offline use, they required the marque to work from 20px at its smallest to billboard sized as its largest.

-An effective and distinctive colour palette

-A new typography language for marketing and digital materials

-An extensive brand guidelines document that encompassed everything from icons to materials

-Behind the scenes film of creation of new logo to introduce the rebrand to the team

-A visual overhaul of current Gumtree digital and building best practice for its future evolution.

Delivering a revolutionary, contemporary and fit for purpose brand identity. Our new logo creates a spring board for the revolution of the Gumtree identity top to bottom.

-22 Million visits resulting in the best week for visitor numbers in Gumtree history

-7.5 million social reach leading to 61.8% increase in traffic from social

-PR reach of 628,873,564 through non-paid media

Gumtree launched in March 2000, targeting Antipodeans and South Africans in London, helping them to find a room, a job, meet people and much more.

The Gumtree brand has evolved hugely since their initial launch; now an open community space, connecting users across the nation with Jobs, Housing, Motors, For Sale, Pets, Services and Community. We needed to adapt the new identity to embody their evolving aims and brand proposition of ‘Opportunity starts on Gumtree’. It was important that the visual identity acted as a sign off or delivery mechanism for this evolving brand.

The result is the first step in building a new brand, one that feels modern, simple and digital, in line with the evolution of their digital products.

Gumtree launched in March 2000, targeting Antipodeans and South Africans in London, helping them to find a room, a job, meet people and much more. As part of a dedicated brand building effort throughout 2016, Gumtree came to us with a simple brief – for a compelling new logo that works at a massive range of scales; from the smallest mobile screen to the largest billboard.

Semiotic analysis and consumer research had indicated that whilst the existing Gumtree logo had high recall and a strong degree of difference, the design itself was felt to be very out-dated and inflexible.

Through their new identity, the objective was to communicate simplicity and modernity and yet retain distinctive characteristics of the brand within a competitive digital market.

The new logo would need to help deliver their future ambition to be a top ten site in the UK.