Getting down to reject fintech clichés, Studio Morfar designed an identification to set True Altitude aside that includes illustrations by Liam Cobb.
International inventive company Studio Morfar has rebranded start-up advisory agency True Altitude with a “psychedelic, surrealist” identification that includes a minimal, stamp-like logomark” and “Japanese woodblock fashion” illustrations.
True Altitude invests in tech start-ups to assist them develop and upscale their enterprise. It describes its consumer strategy as hands-on and “pores and skin within the sport”, which is a vital a part of the model identification, in line with Studio Morfar founder and artistic director Torsten Energy.
Though True Altitude works primarily with tech and finance start-ups, Energy says the studio needed to maneuver away from the “cliche blue and inexperienced webpages with a 3D graphic of a rocket launching, or inventory pictures of businessmen shaking palms” normally related to fintech manufacturers. As a substitute, the identification was underpinned by an art work of a mountain scene that “represents the up-hill battle that’s constructing a start-up”, in line with the studio, created by British illustrator Liam Cobb.
Cobb is behind the illustrations for the animated American Netflix sequence Midnight Gospel, which is a few “house caster” – like a podcaster who travels between trippy universes of his personal making to interview his visitors. Energy says he sought out Cobb after watching the sequence as he thought his “psychedelic, surrealist fashion” would assist set True Altitude aside available in the market.
Studio Morfar needed to contemplate that a lot of the viewers can be “older customers from extra company backgrounds”, says Energy, so the workforce have been acutely aware of not alienating anybody by “pushing it in too wild of a route”. He provides that whereas Cobb’s fashion is “superbly distinctive” and considerably futuristic, additionally it is “oddly much like the previous Japanese woodblock fashion”, giving True Altitude’s identification a “nostalgic” familiarity.
The brand new logomark loosely references Cobb’s illustrations with its “minimal, stamp-like depiction” of a mountain, says Energy. Studio Morfar discovered that the present logomark – which it had beforehand designed – was too summary. Suggestions indicated that some individuals didn’t perceive what it was, so a extra literal route was taken for the redesign.
The studio prioritised heat when it got here to True Altitude’s color palette, selecting off-white quite than vivid white for the background color, in line with Energy. Different colors used within the identification are black, for legibility, and a “heat crimson tone” which Cobb used as “a spotlight shade” throughout the illustrations.
For headlines and first copy, Studio Morfar opted for Grenette Professional by Colophon Foundry, which Energy describes as “the goldilocks porridge of quirky-but-serious-enough-for-corporate-eyes typefaces”. Poppins by Indian Kind Foundry was chosen for its legibility for use for paragraphs, buttons and annotations.
Studio Morfar additionally designed True Altitude’s web site, with a concentrate on maintaining the whole lot “tremendous clear, easy and punchy”, says Energy. He provides that there are additionally occasional “parts of enjoyment” resembling “a superbly animated parallax impact on the hero mountains”, which strikes with the cursor. For company customers who’re accustomed to phrase paperwork, emails and spreadsheets, Energy describes the web site as “a visible breather designed for the sake of enjoyable”.
Energy says that companies and freelancers are “typically tired of working with extra company firms” as a result of they really feel there’s much less alternative for creativity. Quite the opposite, he thinks that “limitations and a very good problem constantly produce higher creatives in the long run”.
True Altitude’s new identification has rolled out throughout its web site, stationery, clothes, social media and adverts.
