A new look for the SIM card: Studio Blackburn unpack their brand for the ‘always on, never off’ rSIM

The SIM card is a ubiquitous little piece of design that feels like it’s been around for, well, forever. Yet, it hasn’t changed. That is, until rSIM had something to say. In an eye-catching neon hue, rSIM is a “resilient and intelligent sim card” that is able to monitor connectivity and actively switch between profiles to ensure ‘uptime,’ i.e. completely avoid any ‘downtime.’ Signal-hunters rejoice! “Resilience in technology basically means that it keeps doing what it is programmed to do no matter what you throw at it, which is integral for safety and security,” explains Mark Jones, Creative Director at the London-based Studio Blackburn, who took on the project of crafting rSIM’s identity. “Therefore, it was important for us to have a SIM card that looks rigid, robust and holds its shape.” Signalling the resilience of the product, the SIM is illuminated by a vibrant green colour. Inspired by ‘On’ buttons, lights and switches, the SIM is always ‘on,’ with the ‘On-On Switch’ as a key part of the brand.