Initially on seeing this new identity and rebrand for Gumtree it felt very much like an Estate Agents or Forestry Commission. Upon looking through the application of the identity across over media and seeing it ‘grow’ so to speak it really does come into it’s own.
It feels both like it belongs online and also would translate very well in print. I’m not sure it fully reflects the ‘community feel’ it’s looking to but overall it a big success and I look forward to seeing it rolled out fully.
Morten Heuing, Gumtree’s general manager, says: “We’ve worked hard to make sure our new look and feel, and better functionality and user experience, help our community to get the most out of us.”
Koto co-founder James Greenfield says: ““We wanted to create a tree that Gumtree could own, something that felt timeless yet digital and worked on a range of scales from a small mobile screen to building-sized posters.”