MOUTHWASH Studio’s serene, considerate identity for Air Company captures a precise and ambient tone
“Our visual approach sought to position Air Company between the world’s of luxury and technology,” LA-based creative practice MOUTHWASH Studio tell us, discussing their identity for the carbon technology brand, known for capturing and repurposing CO2 from the atmosphere. “It’s tough to prescribe a single approach that works for everything,” they continue, noting the wide-ranging nature of the products, technologies and markets Air Company is involved with, “instead, we opted for a modular system that focuses attention towards campaign-centred moments.”
Having brought San Francisco-based design studio Moniker onto the project to help develop the visual identity, the subsequent solution for Air Company is ultimately striking; embodying a sense of expertise, intelligence and consideration through its graphic precision and ambience. Discussing the concept behind the logomark, MOUTHWASH Studio detail that “the Air Company symbol is our beacon of sustainable innovation,” recalling the reductive approach to the letter ‘A’ and how it can be interpreted as an upwards-facing arrow. “For us, it was a reimagined take on the classic industrial design that we experienced while growing up,” they add, “and watching our society advance.”
Furthering the “simple typographic systems” that underpin the studio’s practice, MOUTHWASH Studio opted for Swiss Typefaces’ premiere grotesk Suisse Int’l as the hero typeface of Air Company’s brand, alongside bespoke ‘AIR’ lettering for its logomark. “It’s simple while still maintaining a sense of character and openness,” they suggest, adding that “the typeface also creates a foundational starting point for an identity system,” utilising its different weights and styles across the brand’s various touchpoints.