FCKLCK rebrand design and innovation agency Equals Three with a strikingly simple modular system

“The popular saying ‘one plus one equals three’ suggests that when certain energies, resources, talents and efforts are combined, they can produce greater results than if they were used individually,” James Krüger tells us, explaining FCKLCK’s decision to change Belgian-based design and innovation agency Absintt’s name to Equals Three. This idea of collaboration perfectly represents the company’s approach, with the addition of a ‘Mergers & Acquisition’ division the trigger behind the rebrand and name change. Instead of a project-based method, “they now focus on developing long-term partnership tracks with their clients, enabling both teams to work closely together,” Krüger continues. “Equals Three was then the perfect name to reflect their dedication to collaboration and the belief that working together can achieve more than working alone.” Following direction from the client that it should be “modern, clean and bold” but remain accessible and professional, the new identity features a striking black and white pairing as the primary colour palette. Drawing upon the symbolism of the new name, FCKLCK devised an emblematic logomark that links the equals sign into three stripes. Informing a modular pattern system and paired with the high-contrast palette, the logo is the basis of a visual language that is effortlessly scalable, striking and instantly recognisable.