✺The Desk of
JUSTIN HALL
Case Study
ATLASLOCAL
Updating a brand for the oldest coworking space around.
A nearly decade-old brand
that doesn’t look like its space.
Brief
Update Atlas Local’s brand, created nine years ago, to give it more range, POV & usefulness. The name is interesting and under-known—build the brand around the name.
Keywords
Optimistic
Long-Standing
Neighborhood
Personality
Flexible
Tech-Adjacent
From
To
B&W
Color
Serious
Range
Quieter
Louder
Readable
Readable
Simple
Simple
Simplest element first:
“Atlo”
New “Atlo”
Custom-Drawn
Then the whole name.
And let’s lose the space.
New “Atlaslocal”
Now with 100% Less Spaces
Time for color.
Like the neighborhood, it should come with what your realtor calls “patina”. When trucks or boxcars sit outside in the sun, the paint fades. I used broken-in colors too.
Brand Palette
Use these a lot
… these a little.
Calling for backup.
The name’s the main thing. But it could use a supporting mark to round things out. How about the icon for the Internet itself?
Globe Icon
What happens if you don’t upload a favicon, you fool
Make it a little more ownable.
Atlas Globe
Icon
All together now.
Icon & Name
B&W / Color
Really blows your hair back.
What should stick, though, is the name. Keeping “Atlaslocal” out front is the brand’s north star.
Members may come from all over the atlas. And they may travel all over it too. But because of Atlo they’ll always be locals.
This brand is for the Locals.
✺ Made at the Desk of JUSTIN HALL
Extras
& Spare Parts
Atlo
in stripes
Localhost
A new day for Zero Day?
Stickers Series
Wild with type
Atlo Pixel Script
Custom Drawn & Pixelated
Apple “hello” script
1984 MacPaint
CoWork Greenville
Atlo before Atlo / Circa 2010
