Mark Neil Balson
Creative Director, Co-Founder
In their own words
Prior to the rebrand, we’d worked with The Bentway team on the design for their summer season and multiple experiential events starting in 2021.
The lowercase wordmark reflects the earnest, open and friendly spirit of the non-profit organisation.
The industrial look and feel of the space under the highway is made of sharp 90 and 45 degree angles.
Avenue Road as a brand name immediately feels like it’s describing a single location and yet the brand exists in many locations. None of them are on a road named Avenue.
The brand name immediately feels like it’s describing a single location, and yet the brand exists in many locations.
Our goal was to develop a new mark that would not conform to easy use, and by design, would command a new level of care and reverence.
We pushed the primary colour to a dark reflex blue, translating a thoughtfulness and materiality that the previous brand lacked.
We originally designed Shalan and Paul’s identity back in 2015.
AG Medium is the single most beautiful weight in a family where details vary widely across the range.
We always try to embrace the spirit of our client’s work, and hopefully elevate how they present themselves with as little design as possible.
Articles & interviews6
- SUPERFANTASTIC channel the urban spirit of The Bentway in their identity for the cultural space
SUPERFANTASTIC created a new identity for Toronto’s cultural space The Bentway, inspired by the urban architecture beneath the Gardiner Expressway. The rebrand features a custom typeface derived from APK Galeria, a minimalist black, white, and yellow palette, and a lowercase wordmark reflecting the community spirit of the non-profit. The design balances industrial geometry with an approachable tone to capture the essence of the space.
- 6 minimalist identities, featuring pared-back work from Socio, SUPERFANTASTIC and Mouthwash Studio
The article curates six minimalist brand identities from studios including Socio, SUPERFANTASTIC, and Mouthwash Studio. Each project showcases pared-back design approaches across industries from homeware to architecture, emphasizing clarity, restraint, and modernist influences. The feature highlights the studios’ ability to communicate brand essence through simplicity and refined visual systems.