First Round Identity

  • Identity for First Round — a one-day showcase of original presentations made to clients showing initial design explorations for logo, identity, and branding projects — organized by us. 

    The inaugural First Round took place in New York, NY, on May 11, 2018. (More First Rounds are being planned in new cities!)

    Usually, we put a lot of time and thinking into what the identities for our events are but for this one we wanted a simple identity that would look engaging and attractive and that could be applied efficiently. We opted for a purely typographic solution with a monospace font as the primary choice and a simple framing device based on the thickness of the font. Nothing groundbreaking but fairly pleasing for implementation.
  • Logo
  • Color variations.
  • The monogram came after we realized we needed something for the badges that would require a smaller footprint but made a big impact. A simple squeezing of the logo into its initials, “FR”, with a helpful notch at its center for both readability and laser-cut-ability did the trick.
  • Monogram development.
  • Monogram color variations.
  • Perhaps the deepest concept about the identity is the monogram animation, that brings together and separates the monogram in different directions… just like the different design directions presented during a first round. Told you it was deep.
  • Monogram animation.
  • Typography.
  • The idea of the different directions lead to a pattern that could be read in any, well, direction.
  • Pattern.
  • Pattern.
  • Sample slides from the event.
  • Badges, made of laser-cut acrylic glued to color paper.
  • To play off of the name of “First Round” — as in the first round of a competitive match — we thought it would be fun to do scarves like the ones soccer fans love to love. We loved how these ones turned out.
  • Scarves to help identity volunteers.
  • Event photos. All photos by Kara Smarsh.
  • Badge “holes” : )
  • For more information visit and maybe we will be in a city near you.