7.1.2016 Studio Koto

Rebranding Gumtree.

Gumtree approached us last September with the simplest of briefs, a compelling new logo. This new logo would need to match their future ambition to be a top ten site in the UK. 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.


The previous incarnation of the logo was based in the brand’s founding story. We started with an open mind and explored both tree and non-tree solutions. It quickly became clear through consumer research that a tree was not just expected, but wanted as part of the brand. 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.


There are a lot of brands operating in the technology sector with poppy primary colour palettes. Here there was an opportunity for a bright natural green, an evolution of the previous colour, to catch people’s attention. We set this vibrant green against a unique darker palette inspired by the Rainbow Eucalyptus tree and its unique multi-hued bark.


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