The Edit: five projects including The Future Forward's minimalist identity for Serino

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.

Rooted in the concept ‘Exceptional without excess,’ Brooklyn and Portland-based creative agency The Future Forward’s identity for Serino is bold, simple, and most importantly, perfectly aligns with the clothing brand’s essentialist vision. Every detail within their minimalistic solution is considered and only exists if it has to, just like the brand’s apparel collections. Combining practicality and elegance, The Future Forward’s typeface choices of Canela and Aeonik provide the brand with a reliable base that sets the tone for the clothing it represents. The former is primarily used as a headline typeface, while the latter appears for Serino’s generously spaced wordmark as well as for functional body copy; resulting in a showcase of how few parts an identity system needs to successfully reflect the brand it’s speaking for.

Cocorico is an all-natural chicken brand, offering a range of ethically raised, antibiotic-free and additive-free products. Having spent a number of years concentrating their efforts behind the scenes on research and development, they required a brand update that would give them a recognisable presence within a crowded market; turning to Sascha Lobe and his team at Pentagram to do so. Their pared-back solution centres around a custom wordmark constructed from cyclical and geometric forms inspired by the rhythm of ‘Cocorico’ – the French word for a rooster’s wake up call.

Working with interior design practice InterestingProjects, Studio LP completed the 2D design for Sneakers Unboxed: Studio to Street – an exhibition at London’s Design Museum focusing on the history of sneaker culture. They faced the challenge of needing to represent the subject at hand without committing to a specific time period, brand or style. Aiming to bring personality and impact to the exhibition, the studio chose Pangram Pangram Foundry’s Formula Condensed to lead the way – a typeface they felt represents not only sneaker culture but sports culture in general. It’s combined with a custom secondary typeface called SLP Sneakers Mono – a dot-and-line display font inspired by thermal printing found on packaging in warehouses and logistical environments, as well as the eyelets and fabric on sneakers.

Based in Los Angeles, Aris is a creative and post-production studio specialising in advertising, film and branded content. Working with San Francisco’s The Office of Ordinary Things, they completely overhauled their brand; introducing a flexible system suitable for both printed and digital materials. Their solution distils the viewfinder mark from Aris’ previous identity into a single motif dubbed ‘the notch.’ This move allowed them to separate ‘the notch’ from the wordmark, using the two components separately, paired together or fluidly across signage, pattern and animation. The previous identity also made heavy use of black – a trait common in the video production industry – and one that TOOT flipped on its head for Aris’ new identity, bringing their formerly restrained orange to the forefront to add a more distinctive tone.

For the identity of Raj Bhuller’s London-based architecture practice BHLD, Nottingham-based freelance creative Isaac Powell found inspiration in the compass, utilising a geometric abstraction of its form as a sophisticated framing device. Its application as a series of delicate lines is complemented by a bold wordmark tightly typeset in a modified version of Monkey Type’s sans serif Marcel. The contrast in weights between the two core components creates a natural hierarchy across printed collateral, with the classic forms of Suisse Int’l providing support alongside a colour palette inspired by natural materials.