Identity: Video + Magazine +
As a brand grows across multiple platforms, so grows the potential for identity to become diffuse. Fast Company's no different, and after an overall audit it was clear there were many disparate elements within systems that required pruning, and a need for tighter visual branding throughout.
For example, a proliferation of video titles meant that while nothing was "incorrect," there were so many graphical treatments that hyperactivity threatened to trump identity. Conversely, due to an editorial realignment that eliminated a multi-section magazine front-of-book in favor of one main section with mid- to long-reads, the overall look—while simple and elegant—was not brand-identified enough.
The first goal was to identify a simple graphical system that could be identifiable and scalable—from a video viewed on a smartphone to walls of an event space—but could have enough flexibility to retain interest throughout. The solution was built around the essential elements of squares, line rules, and ‘divot’ spaces that could work as small textures or massive forms and extend organically, to reflect Fast Company's restless energy.
Video graphics were first to emerge, and magazine refresh followed immediately behind. After that, there's just marketing, events, newsletters….
Video graphics, top: WorkWise; below: In Beta, Style to Succeed, Why This Matters, A Better Me
Magazine: The Tech+Culture Issue, featuring Kevin Durant
Feature stories: Amazon, SoulCycle, James Corden
'Next' front-of-book section
'Recommender,' 'Most Creative People' front-of-book mini-sections
