OCTOPUS PUBLISHING: ENDEAVOUR

Creating a new brand in non-fiction

Endeavour is a new imprint from Octopus Publishing focussed on smart thinking, popular science and narrative non-fiction. At its heart is a discovery of cutting-edge ideas, inspiring stories and new ways
to look at the world and our place in it.

Having see our work with Rattis Books, Octopus approached us to create a new identity that would help evoke the sense of curiosity and discovery that sits at Endeavour’s core.

Services
Brand creation
Bespoke logo design

We worked with the team at Octopus to create several unique concept routes for the new brand, each exploring a different aspect of the core idea of ‘discovery’.

The resulting final concept is quite literally an open book; carefully crafted with both a capital E and a hint of direction hidden in its pages. A new accompanying word mark, based on Fontsmith’s beautiful FS Benjamin typeface, reflects the curved pages and design details of the symbol, creating a carefully balanced and harmonious identity that works as perfectly in traditional print as it does in digital.

Detail that’s not just black and white
The demands on the new identity were high, having to work in a myriad of applications from various print and finishing techiniques on different papers, to on-screen uses across multiple devices – and all in different sizes and colours. So not only did it need to look beautiful, but it also needed to be robust and highly functional.

To allow for a visual phenomenon known as optical spreading – where light coloured graphics on a dark background appear visually bolder than in dark on light – a specially drawn version of the logo was created to ensure consistency wherever and however it needs to be used.