Blue Owl
Agency: Lippincott
Role: Senior Designer
Creative direction: Daniel Johnston
Design: Bo Hwang
Brand Identity, Digital Design, Brand Strategy, Data driven Design
A reimagined brand that amplifies the bold vision of a private equity firm—seeing what others can't and staying laser-focused on what's next.
When Blue Owl approached us, they sought a branding strategy to unify their affiliates under one cohesive identity.
We took a visionary approach that aligned with their business philosophy, simplifying the design to let their distinctive content and data take center stage.
While many competitors use blue as a primary color, we saw a chance to give “Blue Owl Blue” its own unique significance. The blue-based palette represents the owl’s night vision precision, reflecting the firm’s ability to navigate complexity and uncover crucial insights with clarity.
For the rest of the toolkit, we drew inspiration from the "owl" in their name and logo. The serif font evokes the owl’s wisdom, underscoring the brand’s intelligent and strategic approach. Our custom icons are designed with a clear focal point, enhancing clarity and focus.
The logo itself remained largely the same, now featuring a single color, but key elements of the owl—such as the head, eyebrow, and feathers—were integrated throughout the branding to emphasize the firm's vision, leadership, and execution.
The digital experience allows users to engage smoothly, with subtle transitions that effortlessly switch between light and dark modes.