VISUAL IDENTITY | TONE OF VOICE
A warm, confident identity for boutique service design agency The Future Kind
The Future Kind exists to create a world where all people get to work for kinder, fairer, better designed companies. They wanted a brand that reflects their purpose, and an identity with a meaning or intention behind every element. I worked with them to produce a tone of voice and visual identity that does just that, and brings to life the spirit of their proposition.
KIN, THE BRAND MARK
I developed a brand mark to be used as a shorthand for the logo where appropriate. I named this little pal ‘Kin’, a word that can mean both family and friend. It’s also, of course, the letters that remain when Kin, who moonlights as a letter ‘D’, is taken from the word kind in the full logo.
COLLABORATIVE TYPE
I developed a system around what I called collaborative type, to reflect the preferred way of working for the brand. It’s an unusual hierarchy, in which the headline copy essentially hugs the secondary message - demonstrated here on the business card design.
