The Early Majority

Joy Howard’s new venture is currently in stealth mode in Paris. I’ve designed a brand identity and a visual platform for the emerging company.

The crown mark.

The venture was announced with the following sentiment: Brands should support and participate in subcultures manifesting a better future. We believe that by doing this, we’re going to move naturally beyond the waking dream of consumerism and spectacle — simply because it’s where good people want to go.

Early Majority is founded by a team of rockstars (literally) — a revolutionary ideology and healthy investment — the brand is on track to make its grand opening.

The full logo lockup.

I partnered with the founders to create an identity that was truly unique, build a meaningul visual language, as well as consult and guide their brand story. 

The work started with the core logo (now, affectionately referred to as the crown). The initials E and M form the spine of a asymmetric structure that is abstract, brutalist, squishy and fun.

The full logo lockup uses a bespoke typeface named Early Majority Sans. (Beta).

The Early journey has begun! I’m excited to share additional work as it emerges, but for now, read the newsletter (our learnings about creating an NFT) and check out the Instagram account and be an early member of the community.


© 2021 Stefán Kjartansson. All rights reserved.