GrandArmy’s identity for psychedelics brand Numinus references sacred geometry and the golden ratio
“The Numinus logomark, referred to as ‘The Golden N,’ is built on the foundation of the golden ratio, and motifs from sacred geometry,” Clara Early, Creative at GrandArmy, tells us. The logo, and these references, lay the foundations of the NYC-based creative agency’s identity for the psychedelic therapeutics brand. “The ‘Golden N’ is also a monogram,” Early continues, abstractly alluding to the initials of the brand through colliding lines. “Seven radiating lines unite in the centre of the icon to connote the ideas of balance and harmony,” she details, adding, “the number seven represents the seven letters of Numinus,” whilst additionally referencing the spiritual significance of the number in indigenous cultures that use medicinal psychedelic plants.
“The golden ratio also establishes the relationship between our logo and wordmark,” Early notes, “providing rules for lockups and the spacing between letterforms,” as well as allowing the organic aspects of the brand to directly inform its visual output, combining nature, tradition and science, just as Numinus does.
The pragmatic, contemporary core of Numinus’ identity manifests prominently through its typographic output, opting for an eclectic, hardworking array of typefaces. “Our type system pairs Nuckle by Heavyweight Type with Arizona Flare by Dinamo,” Senior Designer Simran Singh tells us, noting the pair’s contribution to the running contemporary-meets-classic theme of identity. Furthermore, GT America’s standard and monospaced styles are included as a subtle reference to Numinus’ forward-thinking approach to new technologies and techniques in the psychedelics field.
The brand’s approach to colour interrogates the history behind the company’s offering. “As a team,” Singh explains, “we were keenly aware of the stereotypically ‘psychedelic’ palettes from the 70s counterculture,” hence, hoping to steer clear of the ‘negative baggage.’ “Instead, we were inspired by the colours of natural plants and fungi,” he adds, specifically the sources of where the medicinal psychedelics are harvested. “With a balance of natural tones and some brighter hues,” Singh notes, “these colours imbue the brand with a sense of tranquillity without sacrificing vibrancy.”
“What our system does well is position the conversation around the benefits of psychedelic therapy,” he remarks, “without letting the stigmas surrounding psychedelics dominate the conversation,” managing to balance contemporary expectations and controversial legacies. “Our brand mark subtly evokes the tradition of psychedelics, while our system expressions,” Singh concludes, “provide an approachable way to learn about the benefits of psychedelics within the mental health space.”