“When I am working on a problem, I never think about beauty but when I have finished, if the solution is not beautiful, I know it’s wrong.”
- R. Buckminster Fuller
A visual identity that reflects who we are as an ever-evolving, talent-driven creative company. A flexible system that can support, lead, and be both well-behaved and irreverent (just like us).
01. Wordmark & Icon ↓
Wordmark & Icon →
Our new wordmark builds on the equity of our brand and our history. Speaking to the idea of a collective, different shapes representing different perspectives and expertises come together to make a whole. Inspired by our namesake, Buckminster Fuller, and his approach to systematic design, each individual letter is based upon a common architecture.
02. Typography & Glyphs ↓
Typography & Glyphs →
We chose Mabry as BUCK’s primary typeface – it’s contemporary and historic, rigorous and gestural, refined and coarse all at once. We expanded on Mabry’s set of glyphs to create an expressive palette of elements to choose from.
03. Communication ↓
BUCK has a wealth of diverse perspectives and voices. Our communication system gives room to play and express with visual consistently across all our channels.