Very good identity crisis.
The technology company formerly known as Spartan had outgrown their testosterone-fueled name and brand, and came to us for a long-lasting, friendlier image.
The company had grown from the founders’ dorm room to a mid-sized tech company using advanced technologies like machine learning.
To capture this essense of this new company, we started with a name. A myriad of ideas led to the following four letters: Very. It was love at first sight. It’s the most ubiquitous word in the English language — deliciously ironic — but so perfect. It works great as an emphasizer for their clients: Very PBS, Very Mozilla...Very You.
With a 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. A simple logo became an integrated visual communication system. We partnered with veteran typographer Michael Cina and produced a full alphabet.
With an original font in hand, everything Very communicates now reinforces the logo, sparking fresh ideas at every level.
The Very Typeface.
My role was a creative & art director, working with designer Farbod Kokabi, type designer Michael Cina, and brand strategist Kenny Ferguson.