Cult

Brand Identity

Typographic Exploration

Visual Application

This speakeasy is a quality, jazzy, and intimate experience that thrives off of whispered conversations, stolen stares, and a willingness to dare. This space is a late night cocktail and dessert bar that leaves you wanting more.

Mood Board

To communicate the visual identity, mood board exploration that aligned with Cult’s core values was integral.

Wordmark Sketches

Initial exploration that focuses on relationship between letterforms, edge, and discovery of angles and curves.

Final Logo

Sharp angles, dynamic curves, and line connection come together in creating a work mark reflective of the brand identity.

Open counter of “C” and “T” connect the entire mark

Dynamic break in the “U” evokes excitement and changes the simple form with a twist
Angle of “T” cross bar and serifs match

Typography & Color

Roberte is a display typeface that is characterized by it’s daring angles, sharp serifs, and rigid form. Its structure aligns to the characteristics of Cult by defining itself through the unexpected.

Hanken Grotesk compliments Roberte and provides simplicity and a modern approach to the visual identity. When used together, their complimentary yet differentiated structures communicates Cult’s core pillars and a taste of the unique atmosphere the bar evokes.

Who is Cult?

Cult is a fictional restaurant that focuses on exploring a complete new brand identity that explores secondary and tertiary logos, as well as the application of digital and analog touchpoints.

Additional Elements

To support the development of the visual identity and touch points, a secondary logo and an introduction of a square system were created to further communicate Cult’s message and branding.

Authenticity