New Logo and Identity for Standard Equipment by newkid

As algorithms have driven an increasing standardization of taste and lifestyle, we saw an opportunity to flip the idea of standardization in the company name on its head, to position Standard Equipment as the creators of “Tools for Non-Standard Living.”The visual and verbal identity found their inspiration in the practicality and process of industrial manufacturing; a world of technical descriptions and seals of quality. The goal was to create a brand that fit seamlessly into that pragmatic style, while threading moments of wit and personality into the details; from pops of color in the website navigation, to snappy product copy that leans into the ‘non-standard’ side of the brand.newkid provided text