Nad

Nad came to us with a name and a yellow, and not much else. The brief asked for a wordmark that would hold at the size of an app icon and at the size of a painted wall, in a single colour, with no supporting cast. No monogram, no symbol, no second mark for the small sizes. Everything would have to be carried by the letters themselves, and the letters would have to survive being cut, printed, embroidered and rebuilt by somebody who had never seen the original file. We built the wordmark on one module and refused to break it. Every stroke in every letter is the same block, turned or stacked, so the mark has a rhythm you can feel before you can name it. Black on a yellow that is impossible to miss does the rest. The palette never needs a third colour and the mark never needs an outline to sit on an unfamiliar background. When we took it to the web, the same module became the layout grid, so the site and the logo are built from the same unit. What that bought the client was independence. The mark can be rebuilt by hand, at any size, by anyone following the rules, which matters more than any single application of it.