Design Work Life: Cataloging Inspiration Daily

Glue is a think tank, whose brand iden­tity was designed by London-based Magpie Studio. They’ve writ­ten such a great descrip­tion of the work, I had to share:

How to — Make an iden­tity stick.

Glue is new think tank, spe­cial­is­ing in con­nect­ing brands and pol­icy mak­ers with a largely dis­af­fected youth. The iden­tity, which began with a nam­ing stage, needed to appeal to a demo­graphic of hard-to-reach 16 to 25 year olds.

A graphic lan­guage of bold pat­terns was cre­ated to rep­re­sent the dif­fer­ent groups and com­mu­ni­ties that Glue brings together. These con­trast­ing pat­terns are phys­i­cally joined by a uni­fy­ing word­mark, to form a sim­ple and mem­o­rable iden­tity that sits in stark con­trast to the jargon-heavy, grey iden­ti­ties that typ­ify the sector.