Brand Identity for Future Super
A superannuation brand built around responsive typography
Universal Favourite developed a largely typographic identity for Australian superannuation brand Future Super. Its responsive logo changes form across contexts, with layout and motion used to reveal and frame information. DIA supplies expressive headlines, paired with Monument Grotesk for body text. Editorial photography and direct language support the brand’s stated emphasis on explaining where money is invested. Rather than relying on a fixed logo lockup, the system treats adaptability and the presentation of information as core design devices.
Set in ABC Monument Grotesk
Insights
- The responsive logo has no single fixed form and adapts to its setting.
- Layout and motion are designed to uncover and frame content.
- DIA and Monument Grotesk create distinct headline and body-copy roles.
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