To coincide with the launch of my new website and in planning for future studio usage, a visual rebrand was necessary. The components of the brand identity needed to reflect my client-based design services, visual art, and miscellaneous interests featured on the journal. The goal of the brand identity was to unify all of these individual aspects under one roof while maintaining enough freedom to expand in the future. Beyond the logo — a primary component of the identity — I wanted to create a cohesive system of color, typography, grids, and layout. All elements of the identity utilize the same drab green, smoke gray, and crème color-way as well as light and medium weights of the Gotham HTF font.
For the logo, an "RP" monogram, I referenced one my older personal logos as well as the components of individual letter parts. The inspiration for this came from H.F. Henderson's Understanding Molecular Typography (1992) and the "parts of a letter" exercises that I was forced to continuously do by hand in design school years ago. The mark works well printed at almost any size (both physically and digitally) and is fun when used as a stamp or stencil. A custom stamp of the logo was also made to be used wherever necessary. For printed collateral, I focussed on things that would be used presently and most often, starting with business cards and letterhead then diving into packaging and stationary exploration.
The new site features comprehensive case studies of past web and brand identity projects, an art portfolio (currently focussed on the Intersections series), as well as an ongoing journal. The site was built on Wordpress and is fully responsive to mobile (though desktop is where the grid shines). See it live at rspny.com.