Parker’s kaleidoscopic identity for Prismatic highlights the crypto brand’s dedication to clarity
Global crypto investment brand Prismatic, established to offer a breadth of secure, crypto-related services, have partnered with Seattle-based creative studio Parker to craft their identity; capturing the clarity, expertise and sincerity of their offering, as well as the semi-disruptive and forward-thinking approach they take. This balance between contrasting states is achieved through the delicacy and, often physically, subversive application of typography – which is assuredly utilised via the means of negative space – led by Parker’s serene choice of typefaces.
“The wordmark is a modified version of Untitled Sans,” Creative Director Tyler Eide tells us, opting for the premier sans serif from Klim Type Foundry for supporting headlines alongside their serif, Signifier. “One of our favourites,” Eide adds. The result is an undeniably confident identity system, whereby the precise typographic treatment paves the way for a prismatic distortion motif to take centre stage.
Capturing a corresponding sense of expertise, the colour palette performs a similarly clarifying and pragmatic role, and avoids the chromatic tropes often found within the finance and technological spaces. “Prismatic’s palette is as muted as it gets: a strong black and white paired with a warm off-white/grey,” Eide concludes, “minimal colour usage felt more trustworthy and eye-catching to us.”