This was a radical identity refresh. We chose to leverage the wealth of patent drawings as the basis and aesthetic for the new look and feel, to be employed across all media from letterhead and business cards to the website and infographics. Patent drawings are always line drawings in black & white but they exhibit considerable variety, owing both to the wider range of subject matter and the different illustration styles that have historically been employed.
Patent drawings are employed generally as a background motif. For the official Patentbest identity, I drew on a patent of specific significance to the client – one granted to his grandfather for a child’s crib light. I recognized the plug as being a perfect illustration to accompany a minimalist word mark. The font, clearly, is Futura.