As PURA IDEA moves beyond its ten-year milestone, it felt like the right moment to quietly refine the mark that has represented the studio from the very beginning.
This is not a rebrand.
It is an evolution.
The original identity was created at a time when the studio was just beginning — energetic, expressive, exploratory. Over the past decade, PURA IDEA has grown in clarity, confidence and direction. The refreshed logo reflects that maturity while honouring its origins.
What’s Changed — and What Hasn’t
The core structure remains.
The flowing wordmark still communicates creativity and movement.
The lightbulb — a symbol of ideas and creative spark — remains as the dot of the “i”.
The swoosh still carries momentum beneath the name.
What has changed is refinement.
The typography has been balanced and strengthened.
The hierarchy between “pura” and “idea” has been clarified.
The lightbulb has been simplified for resilience at all scales.
The swoosh has been reshaped for greater elegance and composure.
The result is a mark that feels more grounded, more confident — and more aligned with where the studio stands today.
OLD LOGO
REFRESHED LOGO
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Stylistic Cues
The refreshed logo balances structure and creativity:
Charcoal Baskerville italic typography anchors the name with authority and stability.
Lavender tones signal imagination and originality without shouting.
The gradient swoosh introduces depth and movement — a subtle nod to the dynamic nature of ideas in motion.
The simplified bulb becomes less decorative and more intentional — a quiet symbol rather than an illustration.
This refinement ensures the mark works across digital platforms, proposals, presentations and print — from full-size headers to small-scale favicons.
Designed to Work Everywhere
A key part of the refresh was adaptability.
The logo now functions cleanly in:
Full colour
Monochrome
Reversed applications
Icon-only formats
The newly developed favicon — a distilled mark featuring the gradient field and white bulb — ensures recognisability even at the smallest scale.
Ten Years In
In the recent ten-year anniversary post, we reflected on growth — on building something steadily, thoughtfully, and with intention.
This logo refresh mirrors that journey.
It feels familiar.
It feels like home.
But it also feels forward-looking.
PURA IDEA has always been about clarity of thinking and strength of execution. The refreshed identity simply expresses that with greater precision.
Here’s to the next chapter.
