New Soda by Richard Baird

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Serif logotype designed by Richard Baird for homeware brand New Soda's first kitchen gadget Sinkstation

New Soda is a UK based kitchen and homeware brand that manufactures simple yet innovative, brightly coloured and high quality plastic gadgets. They have won a number of awards for their revolutionary flat colander Sinkstation and have a growing line of new products.

The brand’s personality and product line, described by New Soda director Damon Meredith as having both playful and functional sides, was resolved through a clear and distinctive typographic contrast of serif and sans-serif, uppercase and lowercase characters and the use and absence of frames.

Sans-serif logotype designed by Richard Baird for homeware and kitchen gadget brand New Soda

The New Soda logotype, through its bold uppercase letterforms and solid geometric frame, is quick to establish a confident brand personality. The letterforms of the logotype are softened slightly by rounded corners and the box through a range of bright, alternating colours, a detail designed to keep it agile and expressive alongside a variety different products.

Serif logotype designed by Richard Baird for homeware brand New Soda's first kitchen gadget Sinkstation

In contrast, the Sinkstation logotype (and all future product logotypes) mixes the accessibility and informality of all lowercase letterforms with the steadfast reliability and industry of heavy serifs and a greyscale colour palette. These were chosen to counter the low expectations often associated with plastics without appearing too mechanical. The letterforms were modified to create relationships between pairs, in particular the KSTA group, while their spacing and negative space were adjusted to facilitate the logotype’s application as a raised surface detail as part of the product mould.

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