New Now's distinctive logo was created by Paul Humphreys, building on 20 or so years of experience working with major brands.
The logo uses negative space to create a forward-pointing arrowhead between 3 vibrantly-coloured leaf motifs.
This versatile shape is distinctive when used independently as an icon or avatar - for example, on our Twitter profile and also on our business cards.
When used with the company name it gives the impression of a full arrow shape.
We planned from the outset to make the design flexible enough to support 3D treatments and are working on a 3D model right now.
This will be used to create striking new views of the logo manipulated in 3 dimensional space, animations, and also to demonstrate some of our work in using mobile orientation to control 3D models.