Mustard . Brand identity

Manchester based Kelsall Architects had acquired a grade 2 listed building in Stockport. They were in the process of sensitively restoring it to its former glory and creating a new co-working space, so appointed Superfried to develop the brand identity. It was important for the identity to connect to its location in some way. Achieving this was aided by the very distinct characteristics of the building. Located in the cobbled road Little Underbank, below St Petersgate Bridge, it encloses an unusual, public stairway to the road above. This was intriguing and led to the initial idea. Stairs provide great options for simplified, bold graphics. The connotations of upward progression was also apt for the nature of the business. Experimentation with abstract forms led to the realisation of an abstract, hidden 'M' to represent the name. Looking at the typography, most standard fonts were struggling to sit well with the robust, angular marque. Modifications still did not click. Consequently, an experimental, bespoke logotype was created. For further distinction and connection to the marque, the incision detail was continued through the letterforms. This also provided a subtle nod to the well known phrase – cut the mustard. Carrying the identity across collateral, the marque provided numerous options for experimentation with patterns or graphic devices. This freedom of expression was essential to represent the eclectic mix of professionals they would like to attract for the space, also allowing room for the brand to grow and evolve in the future.