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Gretel

Gretel is an independent branding, strategy and design studio based in Brooklyn, NY. 4 logged rebrands from 2020 to 2026, across 3 industries.

Gretel logo
Rebrands
4
Years
2020–2026

Featured work · 4 of 4

BeforeAfterProPublica new logo 2026ProPublica new logo 2026ProPublicaRebrand · May 2026BeforeAfter PayPal (2022)Rebrand · Jul 2022BeforeAfterMasterClassRebrand · Oct 2020BeforeAfterBrexRebrand · Oct 2020

All rebrands · 4

TypefacesWhat changed
ProPublicawith ProPublica in-houseMay 2026Typeface not recordedIdentity refresh by Gretel: new wordmark intended to connect to the classicism of the name, built for cross-platform use.
PayPal (2022)with PayPal in-houseJul 2022Typeface not recordedNew logo and identity.
MasterClassOct 2020Söhne, IvarChunky deconstructed serif "M" with an underscore, cinematic visuals and per-instructor nameplates, type and colourways
BrexOct 2020Typeface not recordedNew flag-inspired symbol and wordmark, broader system beyond "startup corporate card"

Clients by industry

Often works with

ProPublica in-house logo
ProPublica in-house1 rebrand
PayPal in-house logo
PayPal in-house1 rebrand

Typefaces in this work

Ivar, Söhne

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