Well, for the last 20 years it’s been a very gentle evolution rather than a “rebrand”... a rebrand with a very soft touch at the most, I’d say.
It was in late 1998 that the 3 original B’s sat in their Soho office and plotted the rise of the mighty digital empire that is 3B. The company name came easily enough; all 3 protagonists names began with “B”... now, how about a logo?
Again, the answer seemed obvious; even now - 20 years later - we still use pencils to sketch out ideas and brainstorm… it was especially true then! The 3B pencil, whilst needing frequent sharpening, was always Alex Bremer’s “weapon of choice” when drawing and so seemed like a good place to start.
Justifying and articulating why a logo works is an exercise fraught with well-worn cliches, creative psychobabble and straw-grabbing; for the most part one instinctively knows when something is right. In the case of our beloved 3B pencil the appropriateness of application seems endless; aside from the fact that the 3B pencil is specifically a creative one, it remains a direct link with our past whilst remaining relevant today.