Opinions on corporate and brand identity work.

A division of UnderConsideration.








Share ›

New Logo and Identity for Anchorage by Stitzlein Studio

New

Noted Feb. 5, 2019 by Armin

Industry / Corporate Tags /

About

(Est. 2019) “Anchorage is the first crypto-native digital asset custodian for institutional investors. We use modern security engineering to help institutions safeguard their investments while getting more out of their assets. At Anchorage, we believe in a safe and accessible economy, strengthened by institutional investment. Our team brings together the brightest minds from security, finance, and distributed systems to build the infrastructure of a new financial system.”

Design by

Stitzlein Studio (San Francisco, CA)

Related links

Stitzlein Studio project page
Anchorage intro post on Medium

Relevant quote
What if an identity could help give you peace of mind and build trust?

We developed a brand identity, design system, website and go-to-market materials that balances the financial acumen of East Coast finance, with the innovation and technical savvy of the Valley.

The code-based identity is designed to work with the client at every key moment, from authenticating transactions to monitoring account activity.

Stitzlein Studio project page

Images (opinion after)
New Logo and Identity for Anchorage by Stitzlein Studio
Logo.
Icon animations.
New Logo and Identity for Anchorage by Stitzlein Studio
New Logo and Identity for Anchorage by Stitzlein Studio
Patterns.
New Logo and Identity for Anchorage by Stitzlein Studio
Guidelines.
New Logo and Identity for Anchorage by Stitzlein Studio
Business cards.
New Logo and Identity for Anchorage by Stitzlein Studio
Stationery.
New Logo and Identity for Anchorage by Stitzlein Studio
Portrait styles.
New Logo and Identity for Anchorage by Stitzlein Studio
Website.
New Logo and Identity for Anchorage by Stitzlein Studio
A sampler of the new identity.
Opinion

This isn’t quite the kind of company — new, unknown, small… — I would cover on Brand New but I thought there were some interesting things at play. I was very attracted to the icon, particularly in a single color (as seen in the business cards and stationery) but also in color it’s alright. I like how it looks like a thumbprint, which can signal security (as that’s one normal way of unlocking phones nowadays) and I like the combination of the shapes, going from a circle to a triangle (that could read as an “A” for “Anchorage”). I would have liked to see the rings have a little more breathing space but that’s personal preference. I don’t like the wordmark… I mean, it’s fine on its own, perhaps, for something else but as a companion to the icon, it doesn’t make much sense. I also liked the patterns that look like paper currency security features and how they can be applied on top of type. The portraits are a good mix of True Detective opening titles and Silicon Valley grandeur — non-sarcastically, they are good, futuristic-y images. Overall, this seems right for the company and service with some interesting flourishes here and there.

Your opinion…

On Icon


Total

On Wordmark


Total

On Application


Total
See what else happened on Brand New each year since publication began in 2006

Comments


New Logo
Sample Application

Share ›

Spotted Around the web

New Logo for ARG

New Logo for ARG
 
Spotted Aug. 23, 2019

New Logo for Taco John’s

New Logo for Taco John's
 
Spotted Aug. 22, 2019

New Logo for Stampli

New Logo for Stampli
 
Spotted Aug. 22, 2019

Pinned Recent, Big Stories


Curated Agents of Shield