Rory McKinnon is a Scottish designer that specializes in brand identity design, based in New York City, New York.
Atmos
Brand Identity
A first-of-its-kind global airline loyalty platform. Atmos Rewards stands as a single platform that delivers the most generous benefits to members with access to 1000+ global destinations and 30+ airline partners, including the oneworld alliance, setting a new standard for travel. Designed as a flywheel for global growth, the platform enables loyal guests to travel further than ever while attracting new global travelers outside home markets. Because of Atmos Rewards’ industry-leading benefits, the name had to convey a sense of depth and grandeur. A play on “atmosphere,” Atmos Rewards embodies an elevated brand that takes travelers to new heights. A graphic reminiscent of both an airplane window and a symbol of dreams is the brands focal asset. The soft gradients, smoothly transitioning in color and intensity, symbolize the atmosphere. The Midnight and Atlas Blue of Alaska Airlines are harmoniously woven together with the Royal Purple and Aloha Pink of Hawaiian Airlines. The logotype embodies the vision with the dream window integrated into the “O”. The generous letter spacing imparts a sense of lightness and weightlessness, evoking the feeling of soaring through the sky and “unlocking a world of more.” As a cornerstone of the new portfolio, Atmos Rewards stands out for its promise of unlocking more. Atmos Rewards elevates travel through redefined loyalty, premium experiences and global reach.
Atmos
Brand Identity
A first-of-its-kind global airline loyalty platform. Atmos Rewards stands as a single platform that delivers the most generous benefits to members with access to 1000+ global destinations and 30+ airline partners, including the oneworld alliance, setting a new standard for travel. Designed as a flywheel for global growth, the platform enables loyal guests to travel further than ever while attracting new global travelers outside home markets. Because of Atmos Rewards’ industry-leading benefits, the name had to convey a sense of depth and grandeur. A play on “atmosphere,” Atmos Rewards embodies an elevated brand that takes travelers to new heights. A graphic reminiscent of both an airplane window and a symbol of dreams is the brands focal asset. The soft gradients, smoothly transitioning in color and intensity, symbolize the atmosphere. The Midnight and Atlas Blue of Alaska Airlines are harmoniously woven together with the Royal Purple and Aloha Pink of Hawaiian Airlines. The logotype embodies the vision with the dream window integrated into the “O”. The generous letter spacing imparts a sense of lightness and weightlessness, evoking the feeling of soaring through the sky and “unlocking a world of more.” As a cornerstone of the new portfolio, Atmos Rewards stands out for its promise of unlocking more. Atmos Rewards elevates travel through redefined loyalty, premium experiences and global reach.
Atmos
Brand Identity
A first-of-its-kind global airline loyalty platform. Atmos Rewards stands as a single platform that delivers the most generous benefits to members with access to 1000+ global destinations and 30+ airline partners, including the oneworld alliance, setting a new standard for travel. Designed as a flywheel for global growth, the platform enables loyal guests to travel further than ever while attracting new global travelers outside home markets. Because of Atmos Rewards’ industry-leading benefits, the name had to convey a sense of depth and grandeur. A play on “atmosphere,” Atmos Rewards embodies an elevated brand that takes travelers to new heights. A graphic reminiscent of both an airplane window and a symbol of dreams is the brands focal asset. The soft gradients, smoothly transitioning in color and intensity, symbolize the atmosphere. The Midnight and Atlas Blue of Alaska Airlines are harmoniously woven together with the Royal Purple and Aloha Pink of Hawaiian Airlines. The logotype embodies the vision with the dream window integrated into the “O”. The generous letter spacing imparts a sense of lightness and weightlessness, evoking the feeling of soaring through the sky and “unlocking a world of more.” As a cornerstone of the new portfolio, Atmos Rewards stands out for its promise of unlocking more. Atmos Rewards elevates travel through redefined loyalty, premium experiences and global reach.
Ford Racing
Brand Identity
Coming soon...
Ford Racing
Brand Identity
Coming soon...
Ford Racing
Brand Identity
Coming soon...
Crumbl
Brand Identity
Cookies, Cookies, and more cookies… Crumbl's journey began with two crazy cousins, one store, and the pursuit of the perfect cookie. Since then, it has grown into an international fan favorite, attracting millions of likes and loyal customers. Embracing the famous Crumbl box, The new identity incorporates its unique shape throughout, ensuring the icon lived on with an even more distinctive presence. Grounded in Crumbl's mission to bring friends and family together over a box of the best cookies, the Crumblverse was created. an imaginatively delightful illustrated world that brings the brand's stories, community, and bakers to life.
Crumbl
Brand Identity
Cookies, Cookies, and more cookies… Crumbl's journey began with two crazy cousins, one store, and the pursuit of the perfect cookie. Since then, it has grown into an international fan favorite, attracting millions of likes and loyal customers. Embracing the famous Crumbl box, The new identity incorporates its unique shape throughout, ensuring the icon lived on with an even more distinctive presence. Grounded in Crumbl's mission to bring friends and family together over a box of the best cookies, the Crumblverse was created. an imaginatively delightful illustrated world that brings the brand's stories, community, and bakers to life.
Crumbl
Brand Identity
Cookies, Cookies, and more cookies… Crumbl's journey began with two crazy cousins, one store, and the pursuit of the perfect cookie. Since then, it has grown into an international fan favorite, attracting millions of likes and loyal customers. Embracing the famous Crumbl box, The new identity incorporates its unique shape throughout, ensuring the icon lived on with an even more distinctive presence. Grounded in Crumbl's mission to bring friends and family together over a box of the best cookies, the Crumblverse was created. an imaginatively delightful illustrated world that brings the brand's stories, community, and bakers to life.
Citi
Brand Identity
A new era of arciness. New leadership and a clarified vision saw Citi embark on a monumental transformation of its business, so we set out to shape a new identity inspired by its rich past and built for its ever-evolving future. The new expression centers around Citi's timeless logo, meticulously crafted to retain its essence while signaling progress. Paired with a bespoke font duo, Citi Sans and Citi Serif, built for adaptability across diverse platforms and languages, the new identity is underpinned by a dynamic modular system inspired by the logo's rounded geometry, ensuring coherence and flexibility across the enterprise. A revitalized Citi Blue, a renewed approach to art direction and illustration, and a lively motion system inject vibrancy and vitality into the consumer realm. Meanwhile, the expression can shift seamlessly for more sophisticated offerings and affluent audiences, leaning into the new identity's richer and more restrained qualities.
Citi
Brand Identity
A new era of arciness. New leadership and a clarified vision saw Citi embark on a monumental transformation of its business, so we set out to shape a new identity inspired by its rich past and built for its ever-evolving future. The new expression centers around Citi's timeless logo, meticulously crafted to retain its essence while signaling progress. Paired with a bespoke font duo, Citi Sans and Citi Serif, built for adaptability across diverse platforms and languages, the new identity is underpinned by a dynamic modular system inspired by the logo's rounded geometry, ensuring coherence and flexibility across the enterprise. A revitalized Citi Blue, a renewed approach to art direction and illustration, and a lively motion system inject vibrancy and vitality into the consumer realm. Meanwhile, the expression can shift seamlessly for more sophisticated offerings and affluent audiences, leaning into the new identity's richer and more restrained qualities.
Citi
Brand Identity
A new era of arciness. New leadership and a clarified vision saw Citi embark on a monumental transformation of its business, so we set out to shape a new identity inspired by its rich past and built for its ever-evolving future. The new expression centers around Citi's timeless logo, meticulously crafted to retain its essence while signaling progress. Paired with a bespoke font duo, Citi Sans and Citi Serif, built for adaptability across diverse platforms and languages, the new identity is underpinned by a dynamic modular system inspired by the logo's rounded geometry, ensuring coherence and flexibility across the enterprise. A revitalized Citi Blue, a renewed approach to art direction and illustration, and a lively motion system inject vibrancy and vitality into the consumer realm. Meanwhile, the expression can shift seamlessly for more sophisticated offerings and affluent audiences, leaning into the new identity's richer and more restrained qualities.
Vix
Brand Identity
The world’s first Spanish-language streaming service. In a world where entertainment and people are put into boxes, our audiences want to break free. Introducing a new vibrant and rebrand for Televisa Univision: Vix. The idea is routed in the feeling of celebrating you and yours, watching your favourite live shows and films with the ones who matter most to you, putting you at the core. More action. More drama. Experience more with Vix.
Vix
Brand Identity
The world’s first Spanish-language streaming service. In a world where entertainment and people are put into boxes, our audiences want to break free. Introducing a new vibrant and rebrand for Televisa Univision: Vix. The idea is routed in the feeling of celebrating you and yours, watching your favourite live shows and films with the ones who matter most to you, putting you at the core. More action. More drama. Experience more with Vix.
Vix
Brand Identity
The world’s first Spanish-language streaming service. In a world where entertainment and people are put into boxes, our audiences want to break free. Introducing a new vibrant and rebrand for Televisa Univision: Vix. The idea is routed in the feeling of celebrating you and yours, watching your favourite live shows and films with the ones who matter most to you, putting you at the core. More action. More drama. Experience more with Vix.
Truist
Brand Identity
A new identity for the sixth largest bank in the U.S. The powerful new logo is centered on a unique monogram made of two T’s, that echo the Truist name and represent touch and tech, the defining elements of their experience. The new identity brings that vision to life through key elements – color, logo, and wordmark. The signature color, Truist purple, stands apart from category conventions while also nodding to the merger of equals by combining the burgundy of BB&T and the blue of SunTrust.
Truist
Brand Identity
A new identity for the sixth largest bank in the U.S. The powerful new logo is centered on a unique monogram made of two T’s, that echo the Truist name and represent touch and tech, the defining elements of their experience. The new identity brings that vision to life through key elements – color, logo, and wordmark. The signature color, Truist purple, stands apart from category conventions while also nodding to the merger of equals by combining the burgundy of BB&T and the blue of SunTrust.
Truist
Brand Identity
A new identity for the sixth largest bank in the U.S. The powerful new logo is centered on a unique monogram made of two T’s, that echo the Truist name and represent touch and tech, the defining elements of their experience. The new identity brings that vision to life through key elements – color, logo, and wordmark. The signature color, Truist purple, stands apart from category conventions while also nodding to the merger of equals by combining the burgundy of BB&T and the blue of SunTrust.
FanDuel
Brand Identity
A new identity for America’s #1 sportsbook FanDuel is the premier destination for sports fans online. The new identity defines, codifies, and elevates how the parent brand, product verticals, partnerships, and retail spaces are all presented. Building on existing equities, the new design refines the signature brand assets and dials up the expressive assets within the toolkit. Sportsbook, fantasy, and racing are all centered around FanDuel’s sports-led heritage. FanDuel Casino is born from the same DNA, but uses additional tools to meet its audience’s distinct needs. A vibrant purple color and neon graphics elevate the FanDuel brand in the dazzling casino space.
FanDuel
Brand Identity
A new identity for America’s #1 sportsbook FanDuel is the premier destination for sports fans online. The new identity defines, codifies, and elevates how the parent brand, product verticals, partnerships, and retail spaces are all presented. Building on existing equities, the new design refines the signature brand assets and dials up the expressive assets within the toolkit. Sportsbook, fantasy, and racing are all centered around FanDuel’s sports-led heritage. FanDuel Casino is born from the same DNA, but uses additional tools to meet its audience’s distinct needs. A vibrant purple color and neon graphics elevate the FanDuel brand in the dazzling casino space.
FanDuel
Brand Identity
A new identity for America’s #1 sportsbook FanDuel is the premier destination for sports fans online. The new identity defines, codifies, and elevates how the parent brand, product verticals, partnerships, and retail spaces are all presented. Building on existing equities, the new design refines the signature brand assets and dials up the expressive assets within the toolkit. Sportsbook, fantasy, and racing are all centered around FanDuel’s sports-led heritage. FanDuel Casino is born from the same DNA, but uses additional tools to meet its audience’s distinct needs. A vibrant purple color and neon graphics elevate the FanDuel brand in the dazzling casino space.
Upbound
Brand Identity
Onwards and upwards. Upbound is a digital-first financing platform offering consumers and businesses multiple products and lending options through a retail footprint and e-commerce platform. The new company name and identity—for the well-known Rent-A-Center Inc. parent brand—had to reflect the company’s vision of helping customers achieve the quality of life they aspire to through innovative solutions, whilst promoting financial and economic inclusivity. The new brand is a symbol of momentum and forward movement, and represents what is possible with Upbound—a platform that helps consumers move in the right financial direction.
Upbound
Brand Identity
Onwards and upwards. Upbound is a digital-first financing platform offering consumers and businesses multiple products and lending options through a retail footprint and e-commerce platform. The new company name and identity—for the well-known Rent-A-Center Inc. parent brand—had to reflect the company’s vision of helping customers achieve the quality of life they aspire to through innovative solutions, whilst promoting financial and economic inclusivity. The new brand is a symbol of momentum and forward movement, and represents what is possible with Upbound—a platform that helps consumers move in the right financial direction.
Upbound
Brand Identity
Onwards and upwards. Upbound is a digital-first financing platform offering consumers and businesses multiple products and lending options through a retail footprint and e-commerce platform. The new company name and identity—for the well-known Rent-A-Center Inc. parent brand—had to reflect the company’s vision of helping customers achieve the quality of life they aspire to through innovative solutions, whilst promoting financial and economic inclusivity. The new brand is a symbol of momentum and forward movement, and represents what is possible with Upbound—a platform that helps consumers move in the right financial direction.