Pentagram delivers ingenious branding for air-purifying paint

The materials company Gush has unveiled a makeover courtesy of Pentagram’s Eddie Opara. (If you’re not familiar with Gush, it’s the company behind a paint formulation which rids the air of pollutants, as well as other products with a sustainable focus.) The rebrand features a recurring circular symbol which references molecules coming together – tiny dots show up in the logo and brand typeface itself, ABC Camera.

These mini particles can be found everywhere in the new identity; they are used freely, in motion graphics and 3D renderings, and functionally, for data visualisations. Pentagram has used the shifting weight of letterforms to make the logotype look like it’s breathing – referencing the purifying quality of Gush paint – and ABC Camera for its circular light traps. ABC Camera is paired with the contemporary serif Reckless Neue.

Perhaps the most surprising part of the work is the use of illustration. Max Guther applies his hyperreal isometric style to images of families and friends in domestic settings, as Gush’s products are designed to work in the home. It’s very Sims, as you might expect from Max, but the style provides a surreal edge to the idea of homely bliss.

Piotr Woronkowicz has helped Pentagram reinvent the paint can. Rather than using round metal containers which waste space when shipped on pallets, Gush’s packaging is made of moulded paper – a first for paint trays in the US. The paint is housed in a biodegradable acetate plastic bag.

Gush CEO Lester Leong says: “Our vision for Gush’s brand identity was clear from the start – to meld our deep respect for the environment with a sleek, modern design. What I personally love about our new identity is its understated elegance. It speaks volumes about our values without saying a word.”