101-cover_05_Extensions copy.jpg
 

101 Network, the umbrella brand for a suite of informational publishing sites, came to us to create a flexible logo system for both their overarching network, as well as the individual vertical brands living beneath it.

Beginning with an on-location workshop session, we completed exercises built around exploring personas, values, logo and type moodboards, and tone of voice.

 
 
02 copy.jpg
 

We gathered valuable insights, including the knowledge that the client was keen to have a logo system built around the shared “101” to closely unify the brands visually while preserving subtle, exciting differences - all while mapping back to the three key values: integrity, accessibility, and engaging.

 
 
03 copy.jpg
 

Four initial directions were presented as distinct routes to choose from. Each was a different interpretation of the brand feel overall.

 

Hand sketches quickly moved into digital sketches to experiement with typography and shapes, as they were the main drivers of the mark.

 
03 copy 2.jpg
 
05 copy 4.jpg
05 copy.jpg
 
 
05 copy 2.jpg
05 copy 3.jpg
 
05 copy 5.jpg
05 copy 6.jpg
 
 
05 copy 7.jpg
 
 

The final logo consisted of a primary lockup with two abbreviated marks, applied in a number of color applications to offer ultimate flexibility within the system.

 
 
 
06 copy.jpg
 
06 copy 2.jpg
 
 
 
 

Each vertical within the system adopted the flexibility of the overall brand mark, packaged with a primary logo lockup and abbreviated version, as well as two secondary options.

10 copy.jpg
 
 
07 copy.jpg
 
 
07 copy 2.jpg
 
 
 
 

Verticals were given specific direction for logo application, utilizing focused, textural photography offering playful takes on the topic.

 
08.jpg
 
 

The system overall is highly cohesive and flexible, offering a clear indication of the umbrella 101 brand for all verticals living within it.

 
09.jpg