50 looks good on Moda Bagno, thanks to Marlon Tate’s celebratory campaign with 50 pulsating logos

Moda Bagno, a furniture and home goods company based in Greece, knows a thing or two about style. With its impeccable curatorial eye, the luxury brand – which has now turned 50 – has been a tastemaker for decades. To ring in its birthday, Moda Bagno collaborated with London and Athens-based creative agency Marlon Tate to craft a celebratory campaign. The answer? A set of 50 kinetic logos that reference different styles of furniture and interior design, and also nods to Moda Bagno’s role in bringing them into Greek homes.

“‘Celebrating 50 years of style’ was what drove us to design 50 logos; a campaign which reflects the change, evolution and innovation which Moda Bagno has brought to its Greek audience in its half-century existence,” Founder & Creative Director Nikos Georgópoulos tells us. “We took a deep dive into the brand’s visual and cultural history, from Bauhaus to modernism, from the playful rounded typography of the ’60 to the blocky black-and-white aesthetic of brutalism.” The resulting campaign is a riot for the senses. The iterations for the ‘50’ logo seem endless, a clever nod to Moda Bagno’s boundless universe of curated pieces for the most put-together homes.

Georgópoulos and his team use shapes, colours and motion to their full effect. In one logo, little geometric shards shift and slot in next to each other to create the ‘50’; in another, a yellow-and-purple striped type slightly shifts its angle to reveal a bulbous 3D form. Elsewhere, there are pulsating, abstract marks and even a spray-painted one. “We wanted to reference the brand’s unapologetic creative heritage by making something that’s really off, but is also funny and superfluous,” adds Georgópoulos. “Because of that, we drew inspiration from the addictive MTV ’90s idents for our 50 logos.” To top it off, the agency developed a month-long campaign including 200 unique print, digital and outdoor executions, and also extracted the graphic patterns from the logos to create limited edition shopping bags and merch.

While the motion steals the show in the campaign, the typography, set in Futura, provides a sense of stability to the visual party of shapes and colours. And although there’s a lot to look at when viewing the complete campaign together, none of the logos fight each other for attention. “All of the 50 logos work together while also being able to stand on their own,” explains Georgópoulos. “That’s what makes the campaign magic.”

Marlon Tate

Moda Bagno