If you’re a fan of type and lettering, you’re likely familiar with Goodtype, an Instagram-account-turned type-inspiration-destination founded by Brooke Robinson. When Goodtype recently merged with Loomier (an incredible creative entrepreneur community) to bring more ongoing education and deeper engagement to the outfit, they knew it was time for a rebrand. While Goodtype had been incredible at featuring lettering and type artists, it had never fully uncovered its own distinct identity.
As long-time followers, we at Hoodzpah were honored to be brought on board to help with the Goodtype rebrand. Our goal was to embody who Goodtype is:
1. Expert but relate-able (positioning and tone): a welcoming, down-to-earth community that’s serious about type.
2. Inspiring but empowering (content and purpose):
A source of inspiring and actionable input to help you get better output in your own lettering and type journey. Good type and good business.
Our goal with the logo was to create a decorative wordmark that wouldn’t need an icon to be iconic. The custom wordmark is a modern take on a classic blackletter. It feels confident and creative without leaning into any obvious trends.
Supporting iconography helps Goodtype label their content in a visual way. A set of secondary badges give the team alternate ways to leave their mark on collateral and goods.
We wanted it to be easy for Goodtype to make quick event and social graphics that looked cohesive. When you’re gathering photos from different curators or guest speakers it can look jumbled really quickly. Our layouts rely on the brand’s vibrant color palette and a playful but bold typography system. Enter Margo, the beautiful calligraphy script by HEX available on Future Fonts. The supporting typeface is Griffith Gothic by Tobias Frere-Jones, a font family with lots of range for body and subheaders.
– Katie and Ilana, co-owners of Goodtype