A friend owns a rental space for pop-up shops in our downtown neighborhood and when he was planning the business, I helped him out with some simple branding. Simple Space describes itself as an "all-purpose, revolving-use pop-up and event space," but to me, it represents a blank canvas. Clients get to turn the space into whatever they want, so I wanted to emphasize simplicity in the identity. I based the mark on a simple square to reference architectural space or an empty box. For colors, the simpler the better, so I used a basic black and white.