Title: Sanguine Theory visual identity
Client: Sanguine Theory
Sanguine Theory is a design and creative strategy firm in Boston, MA. One of the definitions of “sanguine” is “cheerfully confident, optimistic, and passionate”; “theory” is a “belief or principle that guides action”. Together, the name translates to “confident, passionate ideas”. The Japanese kanji used in this logo means “energy”, which was an clean summary of the firm’s name. The font Marigold was used here to keep with the Asian feel of the logo, but without resorting to more stereotypical Asian-style fonts or over-the-top display fonts. Because of the other definition of “sanguine” (”of the color of blood; a healthy reddish color”), red was used to display vibrancy and energy. White and black keep the kanji and type simple and allow the logo to be reproduced in one color or two, on white, black, or colored backgrounds.
(Definitions courtesy of Dictionary.com)
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