Opinions on corporate and brand identity work.

A division of UnderConsideration.








Share ›

New Logo and Identity by and for O Street
 

before

after

Established in 2007, O Street is a graphic design firm in Glasgow, Scotland. If you are wondering why a design firm is getting a Review and then looking at the header image and further wondering why a grungy new logo is getting a Review then read on. This is a fun one, as O Street introduces a new identity for themselves designed with the help of Glasgow’s finest roadliners.

A Glasgow-based roadlining crew from Markon worked with O Street to draw the new brand. They smeared molten-thermoplastic on the pavement and graciously obliged when we request an alphabet, numerals, punctuation (every good designer needs an ampersand), and the new O Street logotype.

O Street project page

New Logo and Identity by and for O Street
Roadliners lay the foundation for a custom font.
Full process video.

You might remember this video from 2014 of a couple of road liners in London killing it on the word “BUS STOP”, which was our first glimpse at this rare and overlooked craft. That video got a lot of air play and now we have this identity that has taken it to the next level in terms of not just mimicking the style and aesthetic of roadline typography but going through the trouble of locating an actual crew and convincing them to draw an entire alphabet. There is nothing more original than going to the source and O Street has taken the road less traveled to get there.

We digitised the alphabet written for us by the crew, and the logo went straight from street to screen. There was plenty of space for wee touches—like the thermoplastic printing on our business cards and stationery—using the same materials as roadliners.

O Street project page

New Logo and Identity by and for O Street
Custom font.
New Logo and Identity by and for O Street
Font detail.

The resulting letterforms vary from great (that “4”) to questionable (that “B”) — the London crew from the other video have better curve control — but the grungy texture and condensed aesthetic make for a convincing alphabet. And a fun one, as it’s not yet another geometric sans serif.

New Logo and Identity by and for O Street
Logo variations.

O Street’s old logo was quite nice, with the sideways “O” and as a logo for a design firm it’s probably better suited than the new one but, again, the commitment to the roadlining concept wins through here and the grunginess of the logo is offset by a light, simple sans serif.

New Logo and Identity by and for O Street
Stationery.
New Logo and Identity by and for O Street
New Logo and Identity by and for O Street
New Logo and Identity by and for O Street
Stationery details.

In application, the best touch is the use of thermography to capture the rubbery texture of paint and give it a raised tactility. The yellow accents add another element of street-ness to the identity and all the typography and layouts are very well considered and elegant, so the grungy type doesn’t just feel like a 1990s album cover. Overall, it’s nice to see a design firm be more expressive with their own identity and a round of applause for going the Full Monty.

Your opinion…

On Process


Total

On Font


Total

On Application


Total

Comments


Share ›

Spotted Around the web

New Logo for Gasco

New Logo for Gasco
 
Spotted May. 23, 2017

Pinned Recent, Big Stories

New Logo for NASCAR

New Logo for NASCAR
 
Posted Jan. 4, 2017

Curated Best Posts with Script Logos

Brandiose is Grandiose

Brandiose is Grandiose
 
Posted Feb. 9, 2012

Little Chef, Big Dreams

Little Chef, Big Dreams
 
Posted May. 19, 2011
 
 

About

Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. More…

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Austin, TX.

Many Thanks to our Advertisers

When choosing between competing products and services, please consider our advertisers, who help support Brand New.

Typography

Brand New uses Mercury Text ScreenSmart and Operator ScreenSmart from Hoefler & Co.

Webfonts by Hoefler & Co.

Join our Mailing List