FIRST LOOK MEDIA
Create a name and logo for First Look Media’s platform agnostic content brand.
First Look Media, home of The Intercept and Field of Vision, asked us to name and brand their new entertainment wing. The ask:
- a name that transcends mediums, platforms and genres
- fits the architecture of the pre-existing brand family
- an actual word, not made up, short, simple and modern
- a get-able url
A SIMPLE WORD,
Our solution was to pair a straight-forward genre-neutral name with an abstract visual treatment. The combination allows the brand to be imbued with meaning, leaving the voice of the content to lead the brand.
The logo is both bold and transparent at the same time — standing confidently tall while abstractly hiding in plain sight, the elongated stencil letterforms letting the content shine through.
Its squareness allows it to be a natural app icon and to be turned on its side while consuming the same footprint.
We asked Tobias Frere-Jones to help with the final draft to maximize the legibility in small applications.
“Because it is a short, simple and familiar word, it feels timeless and has a certain modernity to it. It is also flexible. It is open ended and informed by the subject matter it is associated with.”
—Phil Delbourgo, First Look Media