Since being founded over 100 years ago, Newground has successfully designed or built over 15,000 facilities, ranging from large corporate headquarters to dynamic retail experiences. Their buildings don’t simply exist: they tell stories of where brands want to be in the world and who they want to be to their employees and consumers.
The redesigned logo paid homage to the original Newground brand by rendering a drawing style consistent with their old logo. The concept revealed Newground's strategy of walking beside their clients to take them to places they haven't been before. The stairs symbolize this journey and play a major role in the branding materials throughout the new brand.