Anyone: 'Maybe we should consider rebranding?'
Designers: Slip on noise-cancelling headphones.
Anyone, louder, making direct eye contact: 'Maybe we should consider rebranding?'
Northern Ground was founded in 2012. In 2013 Ryan wondered if we should rebrand. And 2014, and '15, and '16...
But it was 2020, we had grown up in the last 8 years. It was time.
Ryan posted a lot of celebration emoji in slack.
On daily morning meetings and frequent beer reviews the design team bashed brains over who we are and where we want to go.
Name change? Can screens render Vantablack? If we quit now can we still get the stimulus check?
And at 4:59½ on a Friday, Grace looked at what they'd made and said:
‘The more I look at it, the more I like it’.
The new mark is sturdy. An ‘N’ of opposing arrows. Up & down. To the north and to the ground. Ambition with foundation, and back around.
And the sheer gall of Neue Haas Grotesk (with round dots!). It’s a 1-2 punch.
Throw in a bright green, definitely not-not inspired by Alex Cox's Repo Man Criterion artwork , and you got yourself a shiny new identity.
A team of different voices, backgrounds, and (ahem) creative opinions, the mark represents us: united in opposition.
But for this moment, right here– however long it lasts– this feels right.
And when that changes, we'll do it again.
Ryan is already hinting.