Mystery school is the first interactive late night show on the internet. The company came to me looking for a branding project to distinguish them from other streamers and influencers. They wanted to be able to capture the aesthetic of conspiracy, secret society, “illuminati” iconography with a twist of futurism within a letter-mark.
A big icon within their identity was the use of the "?" symbol which acted as their logo for a while, they asked me to combine the symbol into the letter-mark to maintain key parts of the identity. The famous "Nasa worm" mark was a big inspiration for the project, the idea of space travel and discovery that is associated with the branding was a perfect aesthetic to capture within the project with its strong link to the futurism aspect of the brief. The use of curvature within my design is whats really gives it the desired look and link to the Nasa worm.
The way the lettering all flows into one mark is almost like a maze with many twisting paths and turns, which taps into the mystery/conspiracy aspect of the brief, the separation at the end of the mark not only creates the shape of the question mark but acts a full stop creating the end of the maze/conspiracy, suggesting the idea that the answer/solution has been found.
For colour and assets, I decided that gradients would be a perfect fit for the project. Paired with the combinations of neon colours, the foggy grainy effect I created using "Blend" & "Jitter" gives the work an atmospheric vibe of mystery and discovery which works perfectly with the letter-mark.
With typographic/layout aspect of the project, I wanted to maintain the futuristic aesthetic that I had created with the letter-mark. Key features of futurism within design include negative space and minimal type, the choice of font was Helvetica Neue, a minimalist font that is versatile in any style, making it a perfect fit for the design. I created grid methods for individual canvas sizes, utilising the negative space with the positioning of the type.
