Challenge

Design a logo for Good People that produces tv commercials. The company is led by award-winning director Ali Ali. Their work is highly characterized by creativity.

The target customers are advertising agencies. Most important for them is quality and that the work of Good People makes them look cool. Most of their competitors have traditional strict sans serifs logos. Good People wants to be associated with these value words: cool, young and great.

Solution

The simplistic lettering of the logo signals confidence. The visual expression suits Good People´s vision. Quality is important for Good People and their clients, hence a lot of time has been used to craft the small details of the logo, to make it a well-crafted design that looks good in the full range from small to large scales. The lettering of the logo differentiates Good People from their competitors. The dynamic lettering signals creativity and a different way of thinking as compared to their competitors. The ligature between the ‘d’ and the ‘P’ makes the logo memorable.