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Richard Pay, Uniform & Melissa Knight, Chaos — Rebranding Chaos

Chaos Group is no more; long live Chaos! In this week’s podcast, Richard Pay from design agency Uniform and Chaos’ own Melissa Knight talk us through the year-long process of reinvigorating the computer graphics company’s presence to reflect the increasing diversity of its products and customers. 

Rich explains why a brand is far more than just a logo, and how Uniform has united Chaos’ previously fragmented elements into a more cohesive and colorful whole. Melissa also talks about the advantages of simply being called Chaos, the huge amount of work that went into the rebrand—and reveals a planetary secret hidden in the new logo.


Chaos >

Uniform Brand Design >

Richard Pay BBC interview >


6:29 Richard and Uniform’s backstories

13:13 What is branding?

19:21 Uniform’s existing relationship with Chaos

25:10 Why Chaos needed to rebrand

30:50 Dropping the “Group” from Chaos

34:19 Adding a splash of color

39:18 Brands and fashion

44:29 The massive task of rebranding

49:34 Tone of voice

59:23 Continuing the evolution of the brand

About the author

Christopher Nichols

Chris is a CG industry veteran and Director of Chaos Labs. He can also be heard regularly as the host of the CG Garage podcast which attracts 20,000 weekly listeners. With a background in both VFX and Design, Chris has worked for Gensler, Digital Domain, Imageworks and Method Studios. His credits include Maleficent, Oblivion and Tron: Legacy.

Originally published: March 1, 2021.
© Škoda Design

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