Visual editing company Beast’s identity system got a clean and contemporary update, courtesy of Santa Monica, California–based design firm Blind. Valerie Petrusson, the president of Beast, wanted an identity system that kept up with current design trends, but stayed true to some elements of the old design. “The challenge for us was not to completely abandon the core of the existing identity while updating it,” creative director Chris Do of Blind says. “After an initial design exploration, we came up with a simplified lion’s head that kept some of the original DNA.” The logomark typically appears on Beast’s promotional material in a muted sky blue or a vivid orange; the minimal yet vibrant color palette also extends to the company’s letterhead and website, creating an easily identifiable branding system.