The Macallan Group

Much like it says on their landing page, The Macallan Group was looking for a way to simplify and express their complex identity and speak to their many areas of expertise. Specializing in design, technology, video production, and drones, The MG was finding it difficult to pin them selves down to any one mark or brand identity. For this reason, the identity they were looking for needed to have the ability to adapt and change but still “be” Macallan.

The badge that they bear today was influenced by their location. The MG, a Hoboken startup is located in the skeleton of a refurbished factory. Staying true to the very rigid aesthetic of their office building and the versatility of their team The Macallan Group logo was created.