In the beginning of the not-so-cold nights of October 2016, Ged and I were working out a name for this little elephant right here. From the hipster wall of Seattle's Best Greenbelt 3, bricked walls of Caffe Ti Amo and wooden chairs of Mentoré UCC, our first branding project came to life after I left the company we were both working for the past year or so. Fun times. It was also the beginning of our unhealthy consumption of coffee.
Behind the Process: The logo was heavily influenced by Paula Scher's typography work (The Public Theater's branding specifically), full blocks and minimalism. I was pretty hooked to this Netflix documentary, Abstract, at the time – that's when I started to become obsessed with Miss Scher's work too. We have the name but we didn't know how it would look like. By March, after several (actually, a lot) studies, we finally got the foundation. This.
What the Logo Meant: We kept it black and white because we wanted it to work with anything and to have this strong, distinct recall while keeping it youthful and fun at the same time. We flipped the first letter and went for a descending execution to represent what the agency is: who we are — Kook is the low German term for "kitchen", which is a place where you create things — and what we believe in; to communicate a different perspective on how you view progress and growth — that it's not always from left to right. It can be the other way around, depending on how you see it. We also wanted to take our stand that the small things are instrumental for us to create bigger, impactful things — things that move people to create change that positively affects us.
Coincidentally, Kook also meant an "eccentric/crazy person". That's icing on the cake.