Pick ’n’ mix branding

Having helped countless clients to develop business plans and identities, For the People wanted to offer a free service for more early-stage start-ups.

To create a visual identity, companies are asked to pick a shape, a typeface and an emoji expression from a selection, and then spin a colour wheel to fix their colour palette. To select a name, companies are asked to question whether their brand is ‘uber-conservative’, ‘conservative-ish’, ‘startup-esque’, or ‘ultra-startupy.’

The approach is light-hearted and slightly mocking, while informing start-ups about conventions on colour, naming and typefaces. ‘We don’t pretend this process results in a truly unique, differentiated and engaging brand, but this is hopefully a good start,’ says Jason Little, co-founder of For the People. ‘Down the line, when there is a good product and money to invest in design, any good studio/agency can help build the bespoke brand they need.’