Human After All champion reliability and resilience in Gyroscope’s semi-space-age identity system
London-based brand and communication studio Human After All have interpreted the reliability, resilience and stability of the digital decentralised finance (DeFi) platform Gyroscope in its pragmatic yet playful identity. Partnering slick, stark typography with engaging hues to shape a unique space for the brand. With a foundational strategy at its core, celebrating the confidence and clarity Gyroscope offers, Human After All have sought to celebrate the potential of DeFi and the opportunity afforded by the platform.
Coinciding with the launch of Gyroscope’s stablecoin, the identity embodies the brand’s future-focused intentions as well as the modernity of its practice, typographically balancing as much through the practical and characterful constriction of Studio Feixen’s Noi Grotesk. “It’s a versatile neo-grotesk that’s both robust and legible while being contemporary and friendly,” ECD Paul Willoughby tells us, noting the valuable abundance of contextual alternates for working within numbers and equations. “Strategically, through our palette, portals and illustration, we want to celebrate the optimism of innovation,” he adds, “but the clarity of a tight grid and rational typography creates a sense of reassurance.”
The supporting aesthetics in question come in the form of personable, gradual hues, creating with it a chromatic universe to exist within and explore – once again adding to the semi-space-age nature of the brand – across the digital spaces it inhabits. The subsequent tonal contrasts of stability and exploration combine within Gyroscope’s distinct logomark, led by a Nasa-like ‘G’ form. “Having a strong, concise logo is essential for any brand working in DeFi,” Willoughby contextualises, recalling the fundamentally simple forms of certain currency marks and icons as inspiration. “Care was taken to ensure that the icon performs at all scales and on all formats,” he concludes, considering the potential for physical spaces in the company’s future, “from being seen incredibly small on trading platforms, to being animated on social.”