Square Peg Logo
In a meeting a few months ago, Insomniac Studios was described as a square peg in a round hole. (It's worth mentioning here that Insomniac Studios was once called a unicorn, too. That was preferred.) The remark didn’t offend. Rather, it was taken in stride and the presentation continued.
See Insomniac Studios' Square Peg concept logo gallery or scroll down for samples.
The comment's memory continued to pervade our thoughts. What does it mean to be a square peg in a round hole? Is it something that doesn't fit, or something that fits with room to spare? What if Square Peg was a company name? What might the identity of such said company look like?
For this From the Hip case study, we chose to make Square Peg a small communications firm. Its mission would be excellence through non-conformity--to look for unorthodox solutions to common issues. The name implies the company has a fresh way of thinking and it's own way of doing things.
It would be easy to assume a marketing company with this name could be radical or reckless. Therefore, it was important Square Peg Communications be grounded in the real world. It would present itself to prospective clients as a viable and capable provider of marking services. It would look and act professionally, but only think radically. It was decided the logo would be simple and clean and eschew any trappings of rebellion or punk rock.
The strong geometric mark comprises a square (the peg) and a circle (the hole) overlapping into one shape. The circle and square each have a role to play in the idiom, but visually, each serves a new purpose: The rigid square lends structure and stability to the circle's fluid endlessness.
Rather than rely on the idiom's friction and contradiction, the new unified shape represents purpose and balance and evokes the geometric harmony between the shapes.
Rather than align the logo mark's lower edge to the logotype's baseline, the mark is aligned to the type's lowest edge: the descenders on the q, p, and g. This calls back to the unorthodox thinking and approach, but also visually aligns the circle in the logo mark to the round positive and negative bowl shapes in the letters q, e, p and g and to a lesser extent, s, u and a.
From the Hip Case Studies
From the Hip case studies are thought-provoking, what-if explorations of a concept or theme. They do not represent a contract or partnership with the entities, real or fictitious, presented in this section. The designs presented here are property of Insomniac Studios. See more From the Hip case studies.
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If you like the thinking behind this case study and would like to put it to work for your company or organization, contact Insomniac Studios.