The Edit: five new projects including Identity Printers & Finishers by Morse Studio
Each and every day, we're lucky to discover dozens of interesting and inspiring projects from around the world. From global identities and campaigns to side projects and independently published books, The Edit is home to five of them; every two weeks.
Identity is a Kent-based printer and finisher, known for their high-end output and attention to detail, with a client base predominately in luxury fashion and property. London-based Morse Studio was commissioned to clarify their positioning and create a visual identity system that better reflected the perception they have created through their quality of work and professionalism of service. The new wordmark reflects both a sense of industry and luxury. ‘Identity’ is set in sturdy, condensed, custom letterforms, inspired by those found on turn-of-the-century printing presses, and is topped and tailed by ‘Printers & Finishers’, creating an elegant and understated lockup. To contrast with the wordmark, Klim Type Foundry’s Metric is used in sentence case throughout their communications in a range of spot colours, highlighting Identity’s capabilities.
Ilmatar Windpower is a renewable energy pioneer from Finland with a mission to prove that eco-friendly energy can be affordable. Operating in a highly competitive industry, they needed to be clear and concise with their communications, so commissioned Helsinki-based agency Motley to help them with their brand. The outcome is a dynamic and sophisticated identity that aims to inspire positivity through its tone of voice and colour palette.
Viesca Y Viesca is a Mexican fashion label that was founded in 2014 by twin sisters, Paola and Mara Viesca. Their garments represent both luxury and simplicity, often using contrasting materials to house an unconventional twist. The brand’s identity, designed by Puebla-based studio ILVZ, draws on the duality of the founders through playful typography and balanced layouts. A simple black, white and grey palette emphasis the quality and craft that goes into each product.
Midnight 00.00 is a plant-based, genderless and vegan cosmetics brand, created by Spanish influencer and travel blogger Nina Urgell Cloquell alongside her clothing label New Order. Having experienced and grown tired of the fast-paced digital industry, she decided to build a brand that promotes a slow and permanent lifestyle. The identity and packaging for the cosmetics, by Barcelona-based designer Roser Padrés, reflects these values. Simple and understated typography bring the ingredients to the forefront, emphasising the purity and quality of the products.
Softroom is an award-winning architecture and design practice in London, working across hospitality, commercial, cultural spaces and large-scale retail projects. Local design studio Praline was asked to rebrand Softroom and saw it as an opportunity to set them apart from their competitors with a more dynamic and open positioning. The resulting visual identity is elegant and inviting, avoiding the deadpan approach common in the architecture industry. It revolves around an extended sans serif typeface with strong foundations, conveying a sense of self-assurance and generosity.