by George Epaminondas
Standard is debuting a refresh of our identity. We enlisted the services of acclaimed New York-based agency, Work Order, to rethink our branding materials and visual vocabulary. “Standard’s output is elegant and focuses on positive and negative space,” says Work Order’s Keira Alexandra. Alexandra modified an existing typeface (Simplon) to create something undeniably architectural. “Jeff and Silvia use deceptively simple materials in integral ways, and the new logo is a reflection of these ideas,” she adds. The new identity incorporates lines and space in modern and sleek way. Work Order’s clients have included The New York Times, Apple, HBO, Calvin Klein and MoMa, and so we like to think we are in good company.