logo design
questioning why?
The inspiration for the logo came from technical interior design drawings. Where a door is drawn with a line followed by a quarter circle curved line. The letters that make up the logo were drawn up as if they were on a floor plan.
The contrast of lines between "wall" and "door" in the letters is consitent with that of a floor plan as well.
The icon; the S, plays nicely with the typeface when the primary logo is written out. Playing with negative space and giving a modern look and feel all while being different then it's competitors.
applications
explosive & playful
The name of the brand itself uses the elimination of what isn't necessary (SIMPLE- SMPL) to give white space and structure. The identity of the brand had to follow it's namesake by staying clean, strong and full of breathing space to give room to the imagination and imagery.