Asymetric is a Toronto-based creative production company known for their meticulous craft. The rebranding was inspired by movement and the film experiments of Eadweard Muybridge. We created an identity based on simple variety of kinetic, black and white logos that represent what Asymetric does, and their approach to doing it.
The identity uses two typefaces. Inspired by Paris’ historic street plates Plaak was chosen for the wordmark. Classic and beautiful, yet bold and strong enough to hold its own as a memorable wordmark. Rooted in the past and contextualized for the present. The second typeface Untitled Sans is a highly legible, contemporary complement to the first. The two typefaces were used in a single weight to remove unnecessary ‘noise’ and stress ‘less is more.’