Quinto

Quinto is a serif wordmark in a category where every serif is quiet, well drawn and interchangeable. The mark had to work at forty metres on a building and at eight pixels in the corner of an invoice, and it had to be identifiable from a glance at its last letter, because that is the only part anyone reads when a logo is small. We ended the wordmark on a red asterisk instead of a letter. It does the work of a full stop and a signature at once, and once you have seen it you cannot put it down. The black field leaves it nowhere to hide. Motion came almost free, because an asterisk is a mark that can spin, stamp and land, so the animation is built from the last glyph rather than around the whole word. The asterisk is now the brand. It can be lifted out of the wordmark and used on its own, which is the test we set ourselves at the start.