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Mad Strategies


Design & Graphic research.
Logotype and visual identity for the
marketing agency, Mad Strategies.

Cornerstone Concept

The cornerstone (or foundation stone) concept is derived from the first stone set in the construction of a masonry foundation, important since all other stones will be set in reference to this stone, thus determining the position of the entire structure.

This concept is striking and communicative in that the icon of the “M” shape is designed from three distinct triangles moving in different directions and trajectories, yet still working in harmony to create order. This suggestion is a reflection of the nature ofthis fledgling organization.

The typeface, Gotham Bold provides an honest tone that's assertive but never imposing, friendly but never folksy, confident but never aloof.

The adaption of the font, the angled 45 degree slice to the first and last letters in the corporate name, provides a visual extension of the logo icon, the slice being of a similar angle as the triangles. The addition also provides a uniqueness that can be builtupon company branding as a design and typographic element.