Reef + Partners: The meaning of our “+”
When Reef Group Limited rebranded as Reef + Partners, the change wasn’t simply cosmetic. It marked a deeper evolution—both in name and in spirit. When Reef Group Limited rebranded as
Reef + Partners, the change wasn’t simply cosmetic. It marked a deeper evolution—both in name and in spirit.
The new identity, developed in collaboration with Brighton-based branding studio Fable&Co., draws heavily on natural metaphors, particularly that of a reef: a resilient, interdependent ecosystem, teeming with life and diversity. It’s a fitting image, given that our mission is to regenerate urban spaces through long-term partnerships and a shared vision of positive impact.
At the center of this identity sits a modest yet powerful character: the plus symbol.
More than just a typographic connector, the “+” plays a crucial role in articulating the brand’s ethos. It links “reef” with our “partners”, both visually and conceptually. It signals the act of collaboration—a meeting point of people, ideas, and intentions. It suggests addition, synergy, and mutual strength. It signals the fact that Reef + Partners exists to forge connections and enable something greater than the sum of its parts.
This symbolism is echoed in the visual language of the brand. Fable&Co. developed a modular system of repeating “+” marks across applications, forming intricate, grid-like structures that evoke both modern architecture and the organic complexity of a living reef. These patterns become metaphors for the way our partners – including local authorities, funders, occupiers and consultants – come together in harmony to create lasting environments. The repetition of the symbol reinforces the idea that individual contributions are essential, but it’s their arrangement and relationship that generate impact.
The logo itself is purposefully lowercase and softly geometric, reflecting a tone of quiet confidence and openness. It’s approachable but deliberate, grounded yet progressive – just like the developments Reef + Partners seeks to bring to life. A carefully balanced palette, drawn from both the natural world and the built environment, rounds out a visual identity that feels both approachable and bold.
