Brand Identity and Website Design
Frank is an online publication co-founded by Tatti Ribeiro and Clare McLaughlin that explores a single theme in depth each month, with new content delivered almost daily. With social issues as a starting point, the site has taken a comprehensive look at subjects as varied as immigration, activism, the U.S. military, urban planning and plastics. Pentagram's Natasha Jen and team have designed a brand identity and website for the media startup that captures its fresh, authoritative take on the news and invites readers to join the discussion.
The Frank brand identity is straightforward, welcoming and accessible, with an understated all-lowercase logotype set in the old-school serif Plantin Schoolbook, and Helvetica as a supporting typeface. The typography of the wordmark works well at different sizes, scaling up to show details and proportions. The brand architecture uses “Frank” as both a prefix and descriptor, setting up categories and departments as their own sub-brands: Frank Photos, Frank Interviews, Frank Debates, and so on. Each is assigned a specific color, creating a cohesive system.