In redesigning the Mic brand, we avoided anything gimmicky or overtly stylish— their audience was too media-savvy for that. Instead, the new Mic logotype and graphic system had to project their engaged, socially-conscious voice, and feel unpretentious, confident and most importantly: casually smart.
We mulled over the name a lot — “Mic,” an abbreviation (so Millennial) for ‘microphone.’ We kept coming back to the dot-pattern typically found on microphone icons. The dot also surfaced in the new verticals nomenclature — the sports vertical would be ‘Sports.Mic’, the music vertical would be ‘Music.Mic’ and so-on — and thus the dot became the primary visual element of the brand. The identity extends into dot-matrix typography, and takes on a tech-savvy feeling, something friendly and credible without being authoritative.
As a whole the new Mic identity is an interlocking system of parts — the main ‘Mic’ logo, the dot matrix-typography, the bold identifying verticals colors, all connected by the dot. The system gives the brand its real visual strength. All the parts of the identity — vertical pages, social media avatars, overall Mic logo—reinforce each other without over-repeating the same graphic mark. In this case, a strong identity is an elegant system of parts that plays out in different platforms, emphasizing Mic’s Millennial aptitude.
This is our work is a graphic design studio.
Our work includes visual identities,
exhibitions, print collateral and interactive projects for art,
architecture, and non-profit institutions. The studio was
founded in New York City in 2012.
Our practice emphasizes the use of research and analysis to produce effective, meaningful and intuitive communication for our cultural clients. Our multidisciplinary approach focuses on material and format, with impactful communication being our common goal.
Our work has exhibited at the New Museum for Contemporary Art, Storefront for Art and Architecture, Brown University, On Stellar Rays Gallery, the 2010 Warsaw Poster Biennial and Typoshow (2013), a poster exhibition traveling throughout China and the US.
2015 © This is our work