Overview

From the start Profission was going to look monochrome; the primary use of this identity was always going to be in proximity to the work we produce here at the agency, and I believe that the work should shine. The interface then, for more or less everything that carries the Profission brand, whether it be stationery or website, allows the product to take the focus, but aims at creating a pedigree. In a word we wanted the brand to be understated.

The logotype has been used with fractured flourishes or against blocked x to base lines but in all examples uses a very limited palette – the logo, assets used with the logo and the background itself must all exist within two or three colours or finishes, so often two elements have to share, and working in negative space becomes a requirement. Beginning with a regular weight of Mincho Pro (a wonderfully elegant and versatile face in my book), the logotype attempts to remove onus from the ‘Pro’ first syllable and lend it to the ‘fi’ ligature, exaggerating the descender to give weight to the form and to second syllable in general. Likewise the second ‘s’ is reversed to bridge the second and third syllables together.