word. brand identity | http://www.behance.net/gallery/Word/8550421
uk-based studio passport developed the identity and collateral for word., a copy writing company.
word approached us wanting a complete brand identity. we created the concept of “copy with character” and designed a flexible and daring brand around this theme. a primary logo was created using custom blackletter typography, whilst a further three variations of this logo were designed using distinct and different tones of voices to represent the wide variety of copy that word creates for different brands. a “highlighter” neon yellow was used across the identity to create an unexpected element that sets it apart from its competitors, whilst also hinting at the service word offers in creating copy that really makes you pay attention.
why i love this design?
if you take a look around this blog you’ll see that i’m all about less being more. this design is right up my aesthetic alley — minimal with some pop, plus i love the name. as a type junkie, i’m loving how they used a few of my favorite typefaces including gotham and luftwaffe. and i’m all for the highlighter yellow accent color, especially used on the back of their stationary. i saw this a while back and was inspired to play around with this color theme for some brand collateral for the native new yawker.