Justified Studio’s identity for FINDS captures a playful medley of nostalgia and self-expression
London-based design and technology studio Justified, as part of their Justified.Ventures initiative, have branded and launched FINDS; a video-based marketplace that allows users to express their individuality and style whilst buying or selling products. Conveying the dynamism and personality of thrift stores together with the self-expression of social media.
Led by the maxim of ‘FIND it, love it, show it,’ FINDS’ spirited visual identity follows the strategy’s core principles of discovery, ownership and showcase; championing the trio through a vibrant expression of colour, typography and illustrative iconography. The energy of this combination is effortlessly encapsulated in Dinamo’s ABC Estragon, the hero typeface used for the logomark. “The brief was to find a brand marque that communicates the hustle and spirit of a thriving online platform,” Founder and Creative Director Joshua Ogden tells us. “The thinking was that we wanted a marque to feel like it was as unique as the audience,” he adds, and “to have the feeling of motion whilst also feeling as memorable when static.”
The eccentricity of ABC Estragon is counterbalanced through the functional introduction and prominent use of Milieu Grotesque’s sans serif Maison Neue. Together, the pairing creates a striking tension as well as – notably – a context and comparison, whereby Maison Neue’s neutrality highlights the character and humour of ABC Estragon’s architectural quirks. Bringing together the identity’s playful aesthetic medley of contemporary culture and historical styles – from the typographic pop in tune with modern trends, to the select use of pastiche hues reminiscent of 90’s fashion.