It all started with a refresh – rather than a full redesign – of their corporate logo. Furst Group came to me with a great deal of legacy and equity in their original logo (shown smaller, above). But it also came with the overwhelming challenges of an identity lacking ANY flexibility to appear in many places due to the scale of the “1” vs. the size of the type.
Respecting all that came with their audience’s familiarity of the typographic treatment and the use of the numeral – I developed a refreshed identity that cleverly embedded the “1” into the updated typography, and introduced a teal color that felt professional, historical and allowed FURST to take the lead... just like they do in business. By integrating their well-known 1 into the wordmark, we created far greater scaling flexibilities – a key benefit given their myriad online and print applications.