Studio Kiln’s colourful identity for Pure represents the connection between artist and audience
London-based booking agency Pure Represents, known for their management of live shows for the likes of George Ezra, Mel C and Michael Kiwanuka, have sought the creative expertise of Studio Kiln for the creation of their identity. Crafted to reflect the imperfection, unpredictability and expression of live music, the UK-based studio united contrast and character through their typeface and colour combinations while using the shape of the musical stage for graphic inspiration. This idea is depicted through a series of ever-changing, arch-like shapes to represent the unique connection between artist and audience. Portraying everything from the back of a pub to a sell-out arena, the stages adapt depending on the format and tone of the application; shifting in shape and size just like a live performance.
Opting for Authentic Sans as the hero typeface, Studio Kiln explored its condensed and regular weights across the identity’s expanded digital spaces, creating a palpable contrast of letterforms. The result is as charming and unconventional as it is refined, able to become more expressive or sober when required through the scale and quirk of the typeface’s application.
This idiosyncratic tone is mirrored in the bespoke letterforms crafted for the wordmark, which sees the ‘slightly uncomfortable’ alternation of letterform spacing between the ‘P’ and the ‘U’ – creating a contrast between the natural flow of the letters and the unexpected imperfections. This tension between peculiarity and refinement continues into the untraditional colour usage, with the studio opting for conflicting, subdued hues. The palette is further applied in fundamental contrast to the typographic composition across the identity – laying the groundwork for the content to be championed, supported by the cleanliness of their application.