While the Nüpolitan name has been around since the agency's inception in 2013, the summer of 2016 and the official launch of our full-time work in Nüpolitan, brought about a design audit to make sure we were expressing ourselves consistently and cohesively across all channels.
We explored many options and generated hundreds of iterations ranging from fun and friendly to simple and modern before honing into the version that would become the mark you see today. We selected the classic Didot typeface as our typography base. Its timeless and discerning shapes and architecture reflect a well-crafted and refined design experience. The strong, clear forms display objective and rational characteristics and are used by numerous other fashionable brands - a testament to the flexibility and durability of this modern style.
Highlighting and emphasizing the first part of our brand name, Nü, allows us to play with powerful and intentional language as we strive to provide our clients and collaborators with experiences entirely “nü” to them - like nothing they’ve experienced before.
Considering all the senses, we wanted our cards to be a tactile experience and conversation piece - often leading to a piqued curiosity and desire to learn more about our process and work.