A true redesign of Getty Images.

Here’s the true power of design – to not only organize or communicate information, but to completely change the perception of a brand in one simple, elegant stroke. R/GA London’s redesign for Getty Images, the oft-maligned stock photo company with the (formerly) intrusive watermark, refocuses the “copyright gatekeeper” role away from the corporate behemoth, and much more understandably to the photographers themselves.

Aside from now becoming a watermark that communicates more information than ever before, it gives credit where credit is truly due, and creates a more symbiotic relationship between purchaser and the artist. Incredibly well done.

The Watermark Project from George Prest on Vimeo.