Queer & Black. Indigenous & autistic. Femme & Muslim. We’re all more than one thing. Celebrate the &. Critical Mass was looking to give its DE&I board a dedicated identity and looked to its employees for creative help. Answering the call, the developed logo and branding allow the board to represent itself in a consistent and beautiful way.
Queer & Black. Indigenous & autistic. Femme & Muslim. We’re all more than one thing. Celebrate the &. Critical Mass was looking to give its DE&I board a dedicated identity and looked to its employees for creative help. Answering the call, the developed logo and branding allow the board to represent itself in a consistent and beautiful way.
For Critical Mass — Creative Direction, Logo Design, Branding
The logo incorporates clean letterforms and lowercase text, appearing friendly and approachable. A primary and secondary lockup offer flexibility over a variety of placements. The brand utilizes colorful gradients, minimal typography and editorial photography.
Defined design templates create a diverse yet cohesive system, setting the board up for success to carry out the brand effectively on their own.