Quagga

Toronto-based branding studio newkid designed an identity for Quagga, a brand of self-assembly platform beds.

The logo is designed in Ozik (from Nuform Type). A pair of secondary typefaces, Gustavo (from Lift Type) and System Mono (from Frost Type), complete the typographic system.

In a feature by The Brand Identity, newkid commented on the typographic choices:

“As we explored the brand and the typography, we quickly realised that a ‘standard’ typeface wasn’t going to cut it. In the spirit of the brand, something quirky and playful was required,” shares Co-founder & Design Director Rich Brown. The studio found the perfect answer to the problem in Ozik by Nuform Type. “The letter forms (particularly the lowercase) are not only wonderfully weird, but the squared, angular edges feel reminiscent of the wooden components that the Quagga beds are built from,” adds Brown. In an apt nod to how the wooden blocks of the bed can be fitted together, the team imagined each letter as a singular component that could be animated to “slot” together, forming the completed wordmark. The final piece of the puzzle was a pair of secondary typefaces – Gustavo Bold by Lift Type and Frost Type’s System Mono – that combined boldness, with an inviting and playful tone.