Middle Ground Logo

Yoooooooo!!

It's been a minute since I've shared work outside of Saturday Type Club, so here is the new logo for Middle Ground, the design and art company I founded!

There is a lot to say, so I'll keep it short.

Through the refresh, I wanted to update our look to reflect our specialty of typography and lettering!

The goal was to infuse the mark with a cabin, coffee shop, outdoor vibe while creating something that could stand the test of time. It was a tight line to walk. Through the help of my best friend and wife @rebeccaannehayes I think we did it.

Helping tell the story of the mark is DDC Hardware, a typeface renowned for its sturdy and bold design made by @draplin and Atten Round Extra Bold, a charming and welcoming typeface made by @newlynfoundry.

Finally, we chose the color pallet based on cabin and coffee shop design in hopes of further driving home the narrative.

I literally could not be happier with how this mark turned out. Let me know your thoughts on this one because you'll be seeing it a lot!