KRFTWRK

Summary

KRFTWRK’s logotype features customized, Swiss-style lettering based on the design of Neue Haas Grotesk. Diagonal strokes on K, R, and W are cropped stylistically, allowing the wordmark to square up into any corner, even on the right-hand side.

Primarily, this approach affords ultra-tight letterspacing of uppercase characters without any collisions, but the cropped K also allows the wordmark to run edge to edge, bringing the brand front and center without losing any information. The fact that the wordmark both begins and ends with the letter K means it can loop infinitely, and in some settings, this loop can also stack to create a full-bleed pattern, essentially applying the brand as a textural element.

The brand’s primary yellow was chosen to complement both full-color and black-and-white photography, a mix which showcases the great things KRFTWRK does with materials in its interiors across some of Seattle’s favorite locations—whether its in terms of palette or texture.