Ensemble find inspiration in fashion for innovation consultancy Metta’s confident identity system
Manchester-based design agency Ensemble have kept things crisp and clean in their identity for Metta – a global innovation consultancy formerly known as GW Partners that works alongside organisations of all scales, from young startups to governments.
Laying the groundwork for the identity is Metta’s grid system, based on the company’s ten forms of innovation, that gives the brand a playful visual flexibility; generating dynamic compositions through tension between type and image. “We wanted to create an identity that celebrates a different side of corporate innovation,” Ensembletell us, “challenging the dull perception that has been built around it,” while also finding business solutions through the lens of “a more premium aesthetic.”
This elevation and subversion of expectation manifests clearly in the quiet colour palette implemented across the brand, containing hues more referential of fashion than tech. “We tried to inject softer tones,” Ensembleexplain, “to lift the stark monochromatic approach of traditional innovation brands,” they add, achieving as much through the use of a refined palette in situ with stately typographic choices.
Containing four typefaces in total; Ensemble opted for Colophon Foundry’s DM Sans and Mono as the typographic workhorses, as well as Nikolas Type’s Grand Slang for the primary wordmark and Pizza Typefaces’ Orelo to inject an opulence and further hint at the brand’s fashion influences. “All used together they highlight the varying tones that the brand takes,” Ensemble conclude, culminating in a confident and cultivated identity that hits the heights of Metta’s own clientele.
DM Sans and DM Mono by Colophon Foundry