A new identity that pushes for results

Sponge didn’t just update a logo, they updated their own face and voice: a hard red-and-black character, a delivery with no unnecessary apologies, and an identity that lands like an argument. We didn’t «catch up with the market», we cut off its future and drove ahead first. Now Sponge looks the way it works: always pressing through to a result that’s obvious even to those pretending they «didn’t see it».