It's been a longtime coming but Gumtree has been shown some love with a rebrand from Studio Koto. Developing the existing tree symbol that's part of the founding story, reflects growth, stability and diversity.
'We created a new simpler tree to make it more ownable, keeping all the positive natural connotations of growth, stability and diversity whilst making an instantly recognisable icon.'
The identity has started to be rolled out into their messaging, online channels and their imagery, which cleverly brings the Gumtree service into its production. The team purchased all of the items using the site, arranging them to form the new logo. Afterwards all items were sold with the money donated to charity. Lovely stuff chaps!
GoodFromYou Studio Koto