As a brand identity, Arthem needed to tow the line between authoritatively respectable and being the people's choice. Conveying the digital-first approach and our sensitivity to a world mediated through code, the brand became an intersection between timeless modernism and the monospaced programming world.
Freedom Tower, NYC.
Typographic logo single
The logographic representation came before the name. With consideration to a logo system that could be extensible as needed, low poly animals prove a nice metaphor for the young and proud.
In terms of typeface, Hack was chosen as an extensible fit to the spec. Imposing, a programmer's typeface, and approachably cool. Monospaced was an odd fit at first, but it provided a unique presence other considered options just didn't have.