Boom Town Projects Typographic branding via geometry

Long-term client Joel Matthews – Birds Nest / Nestival / Soundbite – required a new brandmark for his holding company Boom Town Projects. He contacted graphic design studio Superfried to develop a creative solution.

The new brand identity would potentially sit alongside the three eclectic brands Superfried had previously created for them. Consequently, the solution would need to be strong, bold, and simple. My first instinct was to go for corporate, straight and serious. But on second thoughts it was clear this would not represent the energy and dynamic nature of either the name or client.

With this in mind, a new brand strategy was adopted. Looking at the letterforms for commonality, it became immediately clear they shared similar geometric characteristics and could be simplified down to basic circles. Use of playful off-sets conveyed a sense of energy and motion. A variety of compositions and design iterations experimenting with the use of scale were tested until the perfect balance had been reached in the final creative solution.

Moving on to the design layouts for the strapline within the logo lock-ups, the same offset approach was carried through via the use of broken and disjointed typographic designs. Before final revisions were applied for sign-off, the final design solutions were tested across all media to ensure versatility. The brand identity had the desired effect – simple, bold, and energetic. It proved effective on branded collateral, merchandise, stationery, and as an animated logo ident.