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.

AZ Awards 2017

Designing an identity and platform to celebrate the world’s best in architecture and design.

Read More

The World’s Best Tuque

The Frontier Tuque is both a question and a statement.

Read More

Expo for Design, Innovation & Technology

Design Exchange, Toronto’s design museum, has boldly committed to a brand new expo focused on how design can change the world for the better.

Read More

Filament

Designing a live event production brand that puts human interaction at centre stage.

Read More

Designstor

Designstor is a creative technology and visualization company. They're a diverse and constantly curious team with deep expertise in rendering, space activation, and visual storytelling.

Read More

Castor

Castor is a Toronto furniture company with a unique point of view on the classic design mantra of "form follows function".

Read More

Fogo Island thumb

Fogo Island Inn

The story of the Fogo Island Inn is rich and complex. They came to Frontier to design a website that honoured that story.

Read More

Together Project

Together Project fills the integration gap by building social networks between Government-Assisted Refugee newcomers and Canadians. They do so through matching newcomer families with groups of five or more people interested in lending support during the settlement period and beyond.

Read More

Motive Studios

When Electronic Arts (EA) decided to enter the Action Adventure market with Motive — a new gaming studio out of Montreal — they approached Frontier to design a brand that could capture their vision.

Read More

TIFF Questival

The Toronto International Film Festival (TIFF) stages an annual street party in downtown Toronto.

Read More

Rthm

Rthm is a new health platform looking to revolutionize the way people use technology to improve their health and well being and extend their lives by fighting cellular aging.

Read More

ThinkTV

How do you provide reliable information about television in an age of digital saturation?

Read More

Kindred

This California based company is in stealth mode so we can’t say much.

Read More

Frontier Magazine

Frontier is a magazine about creativity and risk. We explore and celebrate the risks people take in the process of creating something original and worthwhile.

Read More

Infosec Global

This Toronto startup believes that we should have a right to secure communications.

Read More

Gryphon Secure

Infosec Global is a new technology company focused on ultra secure communications. As a part of their portfolio they created a mobile communications device spin off company that required a full brand and product development process.

Read More