Position
Rebranding a design agency from the ground up.
Moving away from the previous logo typed out in gotham, we wanted to create a mark the felt personal, hand crafted, and therefore after many rounds of revisions landed on a custom drawn soft serif.
It was important that the mark would be responsive across multiple platforms. Extracting the stressed counterforms, we were able to create the "fingerprint" mark of the brand and the standalone 'P' to the power of.
The color palette was rethought from the ground up. Beginning with the classic orange, now adjusted to be further reflective of our environment in Sacramento as well as expanding opportunities for outgoing deliverables and ADA compliance
It was important to carry through a sense of expertise / knowledge with some wit throughout the brand communications. Mackinac helps reinforce the soft serif logotype without feeling like the mark itself, with Basic acting as a simple mediator in legibility with flavor.
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