In their own words
Rooted in Walter Käch’s mid-century serif experiments, it carried a sense of familiarity and academic weight, but through a lens that felt distinctly contemporary.
As we explored the brand and the typography, we quickly realised that a ‘standard’ typeface wasn’t going to cut it. In the spirit of the brand, something quirky and playful was required.
The letter forms (particularly the lowercase) are not only wonderfully weird, but the squared, angular edges feel reminiscent of the wooden components that the Quagga beds are built from.
To distinguish between the set, we simply got a little basic, landing on the RGB take, sometimes, the simplest approach becomes the right approach.
Articles & interviews3
- newkid Rebuilt Primer’s Identity Around Foundational Building Blocks
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.
- Newkid's Creative Growth Accelerates in Fourth Year
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.