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Behind Our New Look at Hooligan

You’ve probably noticed by now that Hooligan has a new look, courtesy of our creative partners at Table of Content (TOC), a hybrid creative development and production company. Spearheaded by ToC Executive Creative Director Tom Drymalski, whose recent branding work includes campaigns for Citibike and the new logo for Publicis, the new brand identity of Hooligan reflects our roots as a premier creative editorial company. 

“The new brand is taking the core of what we do and infusing that into the brand itself,” says Hooligan President Kane Platt. “When you think about every step that goes into a commercial – from the idea to the brief to the strategy and into production – when it’s all said and done, you bring it to the editor, and it is up to us to find the magic and bring something unexpected to the work. This notion culminated into a new aspirational slogan for the company: ’Welcome to the Last Mile.’”

The centerpiece of the rebrand is a new Hooligan wordmark. The vertical lines between the letters are a nod to the classic division of a film strip. 

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Drymalski extended the vertical lines in the wordmark to create a design system for the website, as well as a logo animation that drives kinesis into the four corners of Hooligan’s digital presence. 

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His visual style guide for Hooligan also included a series of “H” icons for social media and lots of delightful surprises to discover.

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An important consideration in the rebrand process was capturing the right sentiment of the company namesake through the visual identity and messaging: Hooligan is obsessed with editing and the art of it. We live it, breathe it, and are dedicated to working with their clients in crafting and protecting the creative vision of each project.

“Albeit a tricky and somewhat polarizing word, the team opted to own the Hooligan name by letting their message and the work speak for itself,“ says Drymalski, "In an age where many edit and post houses have become factories, or bottom-line driven clock-watchers, Hooligan’s model is a fun, collaborative team of artists whose drive is to get it right. They’re playing the long game of trust.”

Anne Gordon