URBINT are a tech startup with a big goal; transform cities with the power of machine learning algorithms.
Currently only based in New York, Urbint are hoping to expand world wide eventually, but before that happens they approached GrandArmy with a rebrand brief.URBINT gather the unusable but highly useful data on cities and feed it to their computers which in turn generate usable and searchable data on the citys' infrastructure. They hope that urban operators will use their search engine to make predictions on the state of infrastructure and make their work more effective overall.
While at GrandArmy my take on the rebrand was this approach you are currently viewing.URBINT wanted to distance themselves as far away from the tech startup look as possible, and look professional, friendly and approachable with a subtle tech twist. I opted to go for a humanist typeface with a twist. At first glance, especially when minimised, the appearance of the typeface is warm and welcoming but at a second glance more rigid and almost technical characteristics emerge when we see that the typeface is actually broken up into a series of lines. Almost treading the robotic uncanny valley feel. The underscore serves to help with the legibility of the word, as one of the clients issues they kept running into was the weird pronunciation by people who didn’t know the brand. But also it works as a tech aspect as it is commonly used in coding and machine programming.
Created at GrandArmy.