Fast Company MCP Most Creative People brand identity

Fast Company is a leading business publication with an editorial focus on innovation in technology, leadership, and design. After previously working with graphic design agency Superfried to create the Fast Company logo for – FCLA . WCI . Grill – they called on us once again to develop the brandmark for their regular feature on the Most Creative People.

The brief required a 3D design style to coincide with their current editorial, award, and conference brands. A structural form was required so my initial strategy was to look for potential symmetry and commonality between the letters – MCP. The logos for their existing brands made the brief more challenging and required numerous design iterations to achieve the balance between a sympathetic addition to the family, while also retaining independence and distinction.

The non-symmetrical structure of the characters, with the M naturally much wider than the C and P, meant that a standard cube would not work and pyramidal attempts led to unacceptable compromises with regard to legibility. A new design strategy was required.

Returning to the block and reducing the height to create a non-symmetrical cuboid removed the original barriers caused by previously seeking perfect symmetry. But it looked a little bit flat. However, rotation through 90 degrees led to a happy accident – the external form now resembled a diamond, creating an immediate standout amongst the remaining brandmarks. The change in orientation also led to a more balanced and symmetrical aesthetic as originally intended.

With the art direction agreed tweaks and refinements were made, in addition to numerous tests to ensure it would work in B&W and at small scale. Lastly, design experimentation was continued via animation with internal lighting effects.