It spans hundreds of years of history, and looks centuries in the future.
The key, though, was ensuring it didn’t feel rigid or overly academic.
It’s wild to think it’s been four years since newkid was the new kid.
As algorithms have driven an increasing standardisation of taste and lifestyle, we saw an opportunity to flip the idea of standardisation in the company name on its head, to position Standard Equipment as the creators of ‘Tools for Non-Standard Living.’
The logo was custom-designed to not only create visual impact (with a thick, singular form) but to also channel the industrial design language used by Standard Equipment itself – the curves in the logomark reflect the exact specifications of the standardised curves that are used across their products.
In selecting typefaces for Standard Equipment, we were looking for fonts that felt quite systematic and ‘industrial’ while also having small marks of character and quirk to distinguish the brand.
Creative studio newkid rebranded Primer, a network of teacher-led schools, around the concept of 'building blocks' to reflect foundational learning and future readiness. The identity combines a modular grid inspired by graph paper, the Sirca and Söhne typefaces, and a confident wordmark punctuated by a full stop. Real students were photographed by Luis Mora, and the launch film centers on a student reciting the brand manifesto, reinforcing Primer’s belief in authentic, child-centered education.
The Brand Identity interviews the co-founders of newkid as the studio celebrates its fourth anniversary. They discuss their evolution from startup branding specialists to a broader creative practice, their new website, and a product collaboration with Standard Equipment called the First Day Collection. The conversation highlights their curiosity-driven approach, notable projects like Sol, HOY!, and John Legend x Rove Concepts, and their growing focus on web design.
Design studio newkid developed a witty yet precise brand identity for Canadian homeware company Standard Equipment. The project balances industrial precision with humor, using custom typography, a mechanical-inspired logo, and a playful tone of voice. The identity extends across packaging, website, and motion assets, emphasizing the brand’s concept of ‘Tools for Non-Standard Living.’