Logo
The Matchpoint symbol is a simple, clean, mark that can scale effectively for a myriad of applications. A stand alone mark was important for all of the applications the team mentioned in discovery. From standard needs like a social icon and t-shirt design, too industry specific circumstances like custom gaffer tape, small labels for gear, and client leave-behinds. We designed a system of lockups that could expand and contract depending on the instance.
The symbol is built using the shape of a camera frame as a nod to their industry. The four framing corners, combined with a centered downward arrow also form the shape of a letter M in the negative space.
Color Palette and Typography
Looking at the competitor landscape, we knew we wanted something a-typical. But we also needed a palette that fit the premium and approachable brand attributes.
To achieve this, a bright gold leads the brand palette. Supported by a deep teal color. These colors met our goals and gave a good sense of brand aesthetic voice. The CEO and founder is also a Purdue grad, so it was a nice nod to his roots as a Boilermaker.
The brand font was chosen to balance the premium color palette with a modern ultra-wide sans serif. Termina, from Fort Foundry stood out to us as an obvious choice. With its modern look but simple letterforms, it gives Matchpoint the bold and decisive feel they wanted in their communications.
The font family, Spartan, was chosen for body copy and areas where legibility takes precedence.
