We were commissioned by Upfront, one of the largest music marketing and distribution companies in the UK, to consolidate their ethos and recognition within the industry into a consistent set of visuals that would allow them to reach a broader market and expand into other fields.
Our solution is a bespoke, unabashed wordmark and a hot pink and dark grey colour palette.
Across the identity the wordmark is supported by a repeating pattern of key signifiers. As well as answering an important aspect of the brief - the inclusion of imagery - this serves as an instant grounding device for new customers.
The wordmark, which is a customised version of the Bureau Grotesk typeface, was composed to fit a 4x1 grid, meaning that its overall shape is helpful when designing branded materials, i.e. it is not too long and not too tall, and divisible by various integers.