Turn Key becomes TK18 December 2015
In celebration of our 15th Birthday, and in light of our new international presence, we felt it was time for a change, which is why we’re excited to reveal that from January 2016 we’ll be changing our name from Turn Key to TK. Our Creative Director, Richard Colvill reveals the inspiration behind our new name and brand.
Its been a landmark year for Turn Key; not only have we reached the 15-year milestone, but we’ve also grown our international presence, setting foot stateside this year with TKLA.
This felt like the perfect moment to shake up our look and refresh our brand as we take our blend of creative talent to a global stage.
Whilst we have built the Turn Key brand with love since the year 2000, we have definitely had our share of mistaken identity over the years. From Turkey to TK, we had become used to our name being changed and shortened by others, so becoming TK felt like an organic transition. But of course that alone wasn’t sufficient reason to make the move!
When we began to explore how we could introduce a reference to our global locations into our branding, it became clear that the Turn Key name needing stripping back and simplifying to avoid an overly corporate feel.
Our creative team took some time to develop concepts, and it soon became clear that TK, combined with abbreviations of our host city names (LDS / LA / LDN) would fit the bill. Hence TK – with adaptation to TKLDS, TKLDN and TKLA was born.
Next up, the icon…
As an integrated agency with creativity flowing through our veins, we are constantly inspired and motivated by branding and design.
This has influenced us to create our ever-changing Turn Key brand icon, which has evolved over the years, influenced by new design trends to keep us current and fresh.
It may not seem that way when you look at a few of our former icons, but trust us, these were cutting edge at the time!
Our latest incarnation was developed to compliment the new TK name, and is reminiscent of a tarot/cult style with an edge. Imagine aged-brass, concrete forged iron with a hint of timeless balanced typography, etched illustration and linear graphics (we know, it sounds pretty epic) and you’ll be on the right lines.
So far, the new TK icon can be seen on the latest issue of our in-house produced newspaper, ‘Beyond’.
As a duo, we feel that the new brand name and icon work in perfect harmony, and we are currently in the process of rolling these out across our social media pages, business cards, letterheads and email signatures. You’ll start to see these falling into place in January 2016.
We are also in the process of designing and building a brand new TK website, but we’re going to have to leave you hanging on that one, as we’re not ready to reveal all the details just yet. Watch this space!