Focal Labs

Focal Labs is the rebranding of the mobile photo sharing startup, Clixtr. To curb confusion between product and company name, Clixtr was ready to be positioned in the mobile photogaraphy space with a new name and a new identity. I presented the team with a variety of logo type choices that were simple, strong, and classic. The Grotesk font choice for the word Focal alludes to the era when instant developement processes hit the market. The perfectly round o and c characters and its uniform stroke weights mimic modern machinery, in this case the camera. The fun, handwritten style of Labs was chosen to convey the fun and simple qualities the company strives to deliver in every product.