Studio Dumbar is a Rotterdam-based design agency, founded in 1977 by Gert Dumbar. They are made up of roughly 40-50 employees from around the world. They list the following under services that they provide, Strategy — brand, positioning, governance, naming
Visual identity — overall brand DNA, touch points on all channels
Motion design — animations, socials; brand integration
These key components allow them to create strong brands which they describe as ‘Pure. Simple. Powerful.’
One of the most remarkable projects undertaken by Studio Dumbar is the rebranding of the Dutch Railways company NS. Though the agency did not design the logo, founder Gert Dumbar developed it during his time with Tel Design. The logo continues to be a powerful and effective design that Studio Dumbar enhanced by developing infographics and timetables around it during the 1980s. The studio was later tasked with updating the visual identity of the railway company. Studio Dumbar's work with the concept of motion is one of its primary strengths, which they introduced to the identity in this project with what they referred to as the 'flow.'
To integrate the flow concept, they applied it to the trains to make the logo appear more prominent. The original blue and yellow color scheme was left untouched, but with the careful integration of the new identity, Studio Dumbar believes that it makes the trains appear "more modern and faster." When working with such an iconic brand in the Netherlands, it is essential to approach the task with caution to ensure that the brand's heritage remains intact. Studio Dumbar successfully built upon the existing identity, adding a new dimension to it, making it appear more modern, while still maintaining its original essence. The updated visual identity of NS is an excellent example of the agency's ability to create a cohesive and compelling brand identity that stands the test of time.
