Primary Ventures
Brand Identity for Primary Ventures.
Brand Identity and Art Direction, in collaboration with Jesse Johanning. The system is rooted in Modernism — expressing the concept of "Primary" through a graphic toolbox consisting of primary shapes and colors. It reduces each element of its lexicon to its bare minimum form to create something simple & iconic.
![](https://freight.cargo.site/t/original/i/a383c6fedbeb1ccc00073520c205a54548ad2799dfb05cd8a7e0cb1c248031dc/Primary-Logo-7.jpg)
![](https://freight.cargo.site/t/original/i/0dbd32504a1180212119c280034db39386417dbd708b68367314ba1837fa8c30/Primary-Guidelines-2.jpg)
![](https://freight.cargo.site/t/original/i/f5d901f20bcd2c2ff701f5c0a7a04a49d8695f561ca9b5ae096b4c11dbbcb6cb/Primary-Guide.jpg)
![](https://freight.cargo.site/t/original/i/dab31477ca97b592516ae31e2b95ff1c6d0f918a704853d9915eca94d2c67584/Primary-3.jpg)
![](https://freight.cargo.site/t/original/i/dab6e1557346ebc2f3b5b7e0976f1511be4d9cd227a4588f3d73a8c835418332/Primary-5.jpg)
![](https://freight.cargo.site/t/original/i/e7e5717a3bc9e28d67d9e8f8043ad86b4967396558924896e8fa52dd7c1f84ef/Primary-4.jpg)
![](https://freight.cargo.site/t/original/i/0931547a1a3e588e676b93ff31fa6d01adb4179024dcf48f9835a7c37a1ba5f0/Primary-2.jpg)
![](https://freight.cargo.site/t/original/i/5f4d91f23a4b501954425a227d45af161302c30b6fbe40db1198f36fbb1b0750/2.jpg)
![](https://freight.cargo.site/t/original/i/f0bc74d9897c51beacb2343d20cd0d3120861117f2b7c2551f08ef5c01fbff19/Primary-6-copy.jpg)
![](https://freight.cargo.site/t/original/i/ee27b6a4c7c407a536881121e7647373b26a11044aaf2b5ccf946ccf1335c0bf/Primary-Guide-2.jpg)
![](https://freight.cargo.site/t/original/i/6c31d6647eed868629a6b84f423b1275c778108f4c4fb0c8e405127f41d3bbcd/Primary-Guide.jpg)