Salt Flats

Case StudyBranding

A quick note about this section

Launching a new venture capital company, founded on the spirit of a desert raceway.

Based in Chicago, Salt Flats believes in accelerating innovation. They are a team of entrepreneurs, architects, designers, and investors who help grow small ideas into meaningful businesses. Starting this new venture, they approached Frontier to design a visual identity to help them kickstart their business.

Using the name as a starting point, Frontier dove into the history of the Bonneville Salt Flats, and its role in early land speed records. As early as 1912, the Salt Flats were used as the testing ground for some of the fastest vehicles, and numerous records have been set on its grounds. The spirit of these early pioneers led Salt Flats to adopt the name.

Collaborating with the client team, Frontier developed three fundamental factors that drew from this historic place to represent the Salt Flats team and their purpose: the power of nature, the desire to exceed limits, and innovation leading to meaningful progress.

These three principles informed the visual identity that was developed. Based on the mirage affect that takes place at the salt flats, the logo was designed with a simple twist. A line, representing the horizon, anchors the two words, which reflect one other. This gives the logo an alternative arrangement, being able to be viewed upside-down, a technique employed in the company business cards.

The full visual identity was developed, expanding on the graphic device of the horizon line. The colour palette was kept concise, relying mostly on black and white with three highlight colours. The typeface, Aktiv Grotesk, was chosen for its confident tone, and clarity to maintain legibility when upside-down.

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