It’s interesting to see the resurgence of vintage and retro design traits that often accompany the most ultra-modern of new business ventures. London-based studio Socio Design’s identity for new digital development agency Soap is a prime example of such nostalgia; their identity for the uses insignia, finishes and stationery-heavy old school elements which have been charmingly reconfigured for a contemporary audience.
They explained: “We created a brand story and identity system that represented Soap’s distinct perspective and applied it to both print and digital collateral. The result was a paradoxical brand that reflected Soap’s craftsmanship and tactile work ethic through 1930 industrial insignia, pastel colours and metallic foils.”
Whether retro design remains synonymous with craftsmanship and attention to detail has yet to be seen, but this is a damn fine identity!
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