Discover Mogo’s branding and visual identity, featuring unique typography and character design by Soofi Art Studio.
The branding and visual identity for Mogo, a burger joint, presents a fresh, playful approach to fast-food design. Created by Soofi Art Studio, this project exemplifies the power of simple yet effective design choices, especially in the context of branding. With its sharp typography and well-curated color palette, Mogo stands out without overwhelming the viewer.
Typography: A Unique Twist
At the core of Mogo’s brand identity is its typography. The standout element is the custom-designed “g” that creates a visually engaging loop. This letterform has an almost script-like feel, yet it retains the clean, structured aesthetic of a sans-serif font. This design choice is intentional, making the brand feel approachable and unique, while still maintaining a modern, professional look.
The rest of the typeface supports this choice, with simplicity ruling the overall aesthetic. Typography plays a vital role in branding as it conveys both the personality and tone of a business, and Mogo’s type achieves this beautifully. It walks the line between casual and elegant, allowing the brand to appeal to a broad audience, from burger enthusiasts to casual diners.
Color Palette: Bold Yet Balanced
Mogo’s color palette primarily revolves around white and darker red tones, creating a vibrant yet sophisticated visual identity. The darker red brings energy, while the white space balances it, preventing the design from becoming too aggressive. This combination ensures the brand’s visuals remain inviting without shouting for attention.
Color is a crucial aspect of branding and visual identity as it establishes emotional connections. For Mogo, the chosen colors align perfectly with the fast-casual dining experience, evoking hunger and excitement while maintaining a refined edge.
Character Design: A 50s Cartoon Twist
An exciting element of Mogo’s branding is its burger mascot, which is heavily inspired by 1950s cartoons. This playful character brings a nostalgic touch to the modern design, adding personality and charm to the brand. While the mascot does stand in contrast to the more streamlined logo and typography, this contrast is what makes the design memorable. It also offers flexibility in branding materials, from packaging to promotional items, adding a fun visual that customers can connect with.
Though the mascot brings a more whimsical tone to the overall branding, it’s well-integrated with the typography and color scheme, which remain more restrained. This balance is key to Mogo’s identity. The fun, cartoonish element doesn’t overwhelm the brand’s professionalism, making it accessible and appealing to all ages.
The visual identity of a brand must resonate with its target audience, and Mogo achieves this by blending nostalgia with contemporary design elements. Soofi Art Studio’s approach ensures the brand feels fresh and memorable, which is critical for standing out in a competitive market.
Mogo’s branding and visual identity are a masterclass in simplicity and personality. From the unique typography to the playful mascot, Soofi Art Studio has crafted a brand that feels both approachable and distinctive. The color choices, typography, and mascot come together to create a visual experience that is cohesive, balanced, and engaging.
Branding and visual identity artifacts
For more information make sure to check out Soofi Art Studio’s Behance profile.
