A corporate identity often needs to convey more than one meaning in a small space within a very short time span. This project was no different. Convey fun, sharp, community, wi-fi and create a flagship logo 'foot print' that allows for multiple sub-brands. That's essentially what the design brief asked of us. So, we created a modular system which facilitates dropping in additional names. The center monogram and accent color can also be changed while leaving the basic feeling consistent.
Once the mark was established we concentrated on the name and the typography. We made a slight adjustment to the spelling. Another decision was the mixing of upper and lowercase letters. This keeps every character at the same value and adds a sense of playfulness that is so often overdone within startup based branding.