ADROLL
___ Logotype Redesign
AdRoll entered 2018 with significant brand equity and a very different business ahead of it.
As the company expanded beyond retargeting into a broader marketing platform, its identity needed to evolve without abandoning the recognition it had already built.
Studio Picante founder Chris Bernay was commissioned to redesign the AdRoll logotype, working alongside WHM Creative in Oakland, California.
The most recognizable element of the existing identity was the curl formed by the final “L.” Rather than discard it, the form became the starting point for the redesign. Separated from the wordmark and refined into a standalone symbol, it preserved a familiar piece of AdRoll while giving it a clearer role within the new identity.
The lettering was rebuilt around a cleaner, more structured typographic foundation. Subtle ascending cuts through the double Ls introduced movement into the wordmark, while softened corners maintained a connection to the friendliness of the earlier identity. The system was also developed to sit coherently alongside related brands within the wider company portfolio.
The wordmark itself was resolved relatively early. The symbol demanded considerably more exploration, moving through more than a dozen rounds of refinement before reaching its final form.
That process ultimately returned to the strongest piece of recognition AdRoll already owned.
The redesign did not treat growth as a reason to erase the past. It used existing brand equity as material for the next version of the company, transforming a familiar detail into the foundation of a more mature identity.
The new identity launched in 2018 as AdRoll moved into its next stage of growth.
Brand: AdRoll
Agency: WHM Creative
Designer: Chris Bernay
Industry: Advertising Technology
Region: San Francisco, California
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