Design direction for the New York City-based advertising agency Droga5 Brand Refresh. The number five (5) is at the core of the Droga5 brand and homage is paid to that number in ways both obvious and obscure.
The mark acts as an anchor for the elements surrounding it. A new, vibrant blue is front and center, digital first with with hex value of #0000d5. The complimentary secondary palette follows suit. Our five weights of the bespoke Drotesk No5 are inspired by the geometry of the Droga5 wordmark while also pulling from neo-grotesque typographic forms as inspiration. These elements come together across a scalable grid divisible by five, providing a backdrop on which to build ordered asymmetry.