Geek Squad, a Best Buy company, is a much-loved international brand with over 24,000 employees worldwide. The legacy Geek Squad brand identity was over 20 years old and highly valued in the marketplace; however, the mark was beginning to look noticeably dated and was unable to meet the increasing legibility demands of modern small space digital applications. It was also no longer able to accurately represent the brand promise of excellence and know-how for which Geek Squad is famous. Replace was brought on board to revitalize the brand identity to better represent Geek Squad technical supremacy. We were honored to help communicate the modern evolution of this beloved service brand.