Which out from the rats!
The lab Saigon new logo, identity and office designed in house
May 16, 2022
We wanted a brand system to highlight the contrast at our core: the sober, often unseen strategy that grounds our work versus the experimentations and collaborations we’re known for. With a simplified logo and stationery set, we went to town on our iconography and unofficial mascot: the (lab) rat. We invited almost every creative in our team and collaborated with outside artists to interpret the rat iconography. This, incidentally, is exactly how we work day to day. And that says more about our “brand” than anything else we could write on these pages.
The Lab reborn case study
Casual Creativity is our approach to the office (and maybe even our work). It means approaching creativity with function, taste and personality in mind (as opposed to deep philosophy). It's expressed in the everyday, the trees, the activities we have in our flexible space, the work we do, our culture, positive vibes, parties, productivity.
The lab office case study