#NewBrandMonday: 11 May

Here are this week's selection of newly launched brands from around the world. For more from #NewBrandMonday, follow @Transformsays on Twitter.

APEX

London-based home cycling start-up Apex worked with UK design consultancy Underexposed to launch a new brand identity that encapsulates its inclusive community and joy of cycling. The inclusive and upbeat Apex values are reflected in the straplines such as ‘Join a community. Not a class,’ and ‘Good (sweaty) fun,’ which will be used across various Apex assets and marketing outputs. The new logo, based on an apex, symbolizes the brand’s name and the post-workout high experienced by Apex members, with the inner circle referencing cycling while also representing the home as the centre of the Apex community. Andy Broadwood, creative director of Underexposed said, “From brand story, values and positioning through to tone of voice, photography and digital assets, we have worked with Apex to give them a stand-out presence that celebrates the inclusive community and good (sweaty) fun that joining brings. Right from the off, it was obvious that Apex were ready to shake up the fitness market. We partnered with them to develop a brand that stood out against those of their competitors, and that reflects the joy and the fun that Apex offers – to everyone.” As part of the brand launch, Underexposed also designed a new digital platform for Apex and a series of static and video assets for the social channels.

RADIX

San Francisco design studio Landscape has unveiled a new brand identity for Radix, a newly launched American sci-tech company, which works on creating software that allows scientists to design, run and analyse biology lab experiments end to end. Radix was seeking to position itself as a category creator to scientists, business customers, investors and talent. To do so, Landscape created an identity that helps bring to life the functionality of this invisible system software, using both graphics and abstract fluid animations. The outcome clearly reflects what Radix is all about, ‘making complex lab work radically simple.’ The web design, part of the new brand identity, is also viewer-friendly, clearly explaining what Radix is, through the use of brightly coloured animations and visuals. Adam Weiss, founder of Landscape, says, “We positioned Radix as an optimistic, open, and disciplined team at the intersection of science and software; making lab work radically simple. We’re excited to see Radix’s powerful platform improve the lives of scientists everywhere, so they can do more of what they do best.”