Very good kind of identity crisis.

The technology company formerly called Spartan had outgrown their ‘testosterone-fueled’ name and brand, and came to us for a friendlier name and brand that would last a lifetime. 


Having evolved from the founders’ dorm room to a mid-sized tech company using advanced technologies like machine learning, Very was perfectly positioned for the future. 

To capture this essense of this new company, we started with a name. We locked ourselves in a room for a couple of days, threw out and shuffled a myriad of ideas. When the following four letters were written out, it was love at first sight: Very. It’s the most ubiquitous word in the English language, deliciously ironic, and works great as an emphasizer for their clients: Very PBS, Very Mozilla...Very You.

With a dream name in the pocket, making the logo was a natural birth.

To offset a competitive space full of sans-serifs, we cut the mark in an intriguing sharp, bold serif. With those core letters now designed, they just begged to become a full typeface. So, Very went from a logo to an integrated visual communication system. Veteran typographer Michael Cina joined the team and produced a full alphabet to perfection. With an original font in hand, everything Very communicates now reinforces the logo, sparking fresh ideas at every level.

Pitch video.

Application prototypes.

Digital prototype.


The Very Typeface.

My role was a creative & art director, working with designer Farbod Kokabi, type designer Michael Cina, and brand strategist Kenny Ferguson.
© 2019 Stefán Kjartansson. All rights reserved.