Undercurrent offers confidence, perspective and clarity for (to) their clients. They identify opportunities within a large landscape, pick out the essentials and create a path forward.
Their brand identity and brandmark evolved from this fundamental approach to problem solving (with a hint of mystery). In order to see the Undercurrent brand mark, you need a little guidance. Once the has been provided, you'll never forget it. The brand mark is physically created by layering the letters in their name. Each letterform is customized to a set grid and layered over one another. The letterforms in logotype are also customized using Undercurrent's brand typeface Gotham. The letter C was designed to match the U, creating a more seamless look.