our counsel to startups is...
when asked an opinion, think about how often you hear someone say “I think it’s interesting…”. this has become a response of choice to deflect from taking the time to precisely or accurately formulate an opinion. individuals choose extraneous words without conveying a thought process, belief or stance. what does interesting really mean? being “specific,” or using words that directly express what you want to be heard, is of critical importance.
think of a brand. whether it’s nike, steve jobs, toms or michael jordan, every brand has a series of identifiers that embody who they are, what they represent and why they matter - a concept we at keating refer to as after the comma. think about the overarching descriptions of the aforementioned brands. michael jordan, the greatest athlete of all time. toms, improving lives through business. steve jobs, the visionary who pushed the limits of innovation. nike, inspiring the hero within. while there are many ways these brands can be described, how did these labels come to serve as the prevailing message? how did they become engrained within the public consciousness?
capital letters are ugly. aggressive. pompous. confrontational. they disrupt the flow of language and distract from meaning. that’s why we’ve decided to oppose convention and exclusively write in lowercase. and while professionally, typing in all lowercase letters can be viewed as informal or as done in error, we have chosen to stylize our work in lowercase because of its sense of familiarity and as a reflection of how we think and what we value.
in the creative process, every choice is made with intention. this process and its outcomes are an encapsulation of who you are, and typeface is a key aspect of that system of expression. it plays a critical role in terms of how a word is read and understood. we’ve chosen to express ourselves in helvetica, and we’d like to explain why...
a logo is a provoker. it is a creative device that ignites curiosity and sparks emotion.
our logo was designed through carefully chosen color, shape and symbolism. our primary brand color, orange, represents vitality, bold creativity and a boundless enthusiasm for our work and clients. it inspires and stimulates conversation, conveying a sense of approachability and empathy. as an ideas firm, the use of orange affirms our innovative thinking, confidence and differentiating counsel.
in 1909, the italian poet marinetti published a manifesto celebrating speed, youth, technology and modernity. this manifesto served as the basis for the futurist movement and became famous for its strong language and assertion of the arts and intellect in a rapidly changing italy. manifestos have been used by the likes of communists, feminists, cubists and fascists, and while we may not support some of the aforementioned causes, what we do believe in is a declaration of intention and motivation.
the manifesto is at the core of an identity.