Creative agency Wieden+Kennedy London has just launched a standalone branding and design firm, NOT Wieden+Kennedy to offer a faster option for clients responding to branding challenges.

With a team of designers, creative technologists, motion designers, 3D artists, brand strategists and writers, NOT W+K is slated to work with collaborators inside and outside the agency’s global network. The department is headed up by award-winning branding and design creative director Adam Rix, whose 20 years’ worth of experience has seen him work with clients including Nike, Dr Martens, BBC, Manchester City Football Club and the British Fashion Council. The dynamic graphic element (static or animated) in the identity does the spinoff justice. Not quite as sure about naming the group “not”, which straddles too cute and negative for the branding/advertising giant.