Getty Images needed to change their image. People's current perception of Getty is a monopolistic industry leader. They wanted to be thought of as an open, modern, digital business.

We approached Getty’s perception issue by transforming the icon at the heart of their business: the Getty watermark. Previously, the watermark was a restrictive, closed symbol. We redesigned it to be an object of openness, information, and utility – transforming the Getty brand in the process.The new Getty watermark champions its contributors, empowers its customers, and romances its very business model - the content that it protects.

The new watermark debuted at the time of entry, but conceptually, it turns a closed, restrictive symbol into an open and useful one. The new Getty watermark is the new Getty.