Design agency ODA has rebranded consumer action organization Which? so that consumers better understand its benefit: to provide expert answers to everyday questions such as, “Which kind of dog should I get?” and “Which vacation destination should I should choose?”
A red thread/line runs through the new identity, suggestion both action and connection. It can also form a fill-in-the-blank line into which an image can be inserted, answering the “which?” question. In the logo and icon, a segment of thread forms the period in the question mark.
https://www.designweek.co.uk/issues/22-may-26-may-2023/oda-which-identity/