we can all write the book on greatness

Challenge
Rebrand URDB World Records with its new name RecordSetter, positioning the brand to become the singular source of world records in human achievement.

Our Role
What Wikipedia is to Encyclopedia Britannica, RecordSetter is to Guinness Book of World Records. RecordSetter believes that everyone is the world's best at something, and is out to redefine world records for the Internet age. Formerly called URDB, the brand needed a new name that was both easier to remember as well as more democratic and active, bringing the people who set the records to the forefront. We created a new brand identity to capture the spirit of RecordSetter's evolution, incorporating the heroic torch symbol into the mark to build a logo that would stand out online and could live everywhere from book covers to television appearances. From there, we extended the brand identity to tshirts, certificates, badges, and more, as well as site design.

Results
RecordSetter's new brand launched Spring 2011, and continues to be rolled out.