Opinion by Richard Baird.
Bedroc is a Tennessee-based consultancy firm that takes complex business issues and simplifies them with technology to reduce risk, optimise efficiency and creating revenue for its clients (ROC). The firm’s visual identity, created by multidisciplinary design agency Perky Bros, avoids the conventions of the industry and instead favours a direction that draws an analogy between bedrock and technology—the physical stability, sub-surface and base nature of bedrock and the in-depth and founding technological principles and practices of the business—through a logotype and collateral combination that has a layered and earthy quality.
New York-based studio DIA have developed the brand identity for Fin Collective, a new custom surfboard business from Rick Malwitz, a craftsman who began producing boards in 2004 from a ‘dusty basement in landlocked Philadelphia’. DIA’s solution establishes a minimal but professional platform which avoids the over-enthusiastic, excessive energy and sharp design cues typically associated with the industry, in favour of a restraint and consistency that conveys high quality, craft and Rick’s close personal relationship with the sport, through an abstract logo-mark, uppercase logotype, personal photography and broadly-spaced lowercase typography.
Plow is a Tennessee based customer acquisition service and telecom/energy contractor for the large to mid-size business sector. Their identity, created by multidisciplinary design agency Perky Bros, neatly communicates the experience, professionalism and advisory nature of Plow’s service, the commodities they manage and their renewable energy options through a logo-type built from a stencil cut serif typeface and apostrophe detail set across a stationery solution that utilises an unbleached recycled material choice and a website with a mixed fibre background.