Meet the new Thorne, a rebranding 33 years in the making.
The New Thorne Look
Description: This video does not have narration, and the captions and text on screen aren’t traditional captions. It’s a video showing off the new brand aesthetics and some background behind the design choices. As the video progresses this audio track will periodically pause to describe what is happening visually.
Description: The video begins with a laptop computer slowly zooming in to fill the frame. Text appears as if the computer were requesting prompts, saying “Update available. Continue?” The text then changes to say “Identity Please” and the name “Thorne Research” is typed in one character at a time, and then the word “research” is deleted, and text on the screen reads “Step 1: Research and Explore”.
Description: We see a timeline of the various Thorne logos with a ticker on the side showing the date the logo was in use, before arriving to 2018 and the current Thorne logo. Some glasses and earbuds slide onto the screen next to “The big book of designs”. More books stack on top of the big book of designs signifying that the research phase was long and exhaustive. And then the text on screen tells us we are moving into “Step 2: Envision and Create”
Description: We see a top down view of an artist’s work station, with a bowl of brushes, and a small succulent. Watercolors drop onto an empty piece of paper, and slowly we see the evolution of a modern Thorne splash. The scene shifts and now we see stacks of paper next to a pen and coffee as different sketched iterations of the Thorne logo are shown, before arriving at the final shape, a stylized “T”. Which moves us to “Step 3: Refine and Reveal.”
Description: We see a splash being assembled in photoshop and the Thorne logo being carved out of a block of text in Photoshop. We see new icons being designed, and then a bottle rendering with the new labels coming together.
Description: In the final text of the video, the computer text asks, “Update Branding?” The word “yes” is typed in. The computer text then, in a double meaning question, asks, “Keep your history?” The word “yes” is again selected. The video ends with the Thorne logo on black.