Noted: New Logo and Identity for Heights by Ragged Edge

“Rugged Little Pill”

New Logo and Identity for Heights by Ragged Edge

(Est. 2019) Heights, an innovative cognitive performance brand, is a direct-to-consumer subscription service that pairs a monthly supplement delivery with regular brain-training advice, blending nutrition, knowledge and exercise to enable people to realize enhanced cognitive function. Its supplement combines both the essential oils and key nutrients your brain needs in one clever capsule, enabling better absorption and intelligent delivery of the premium ingredients inside.

Design by
Ragged Edge (London, UK)

Related links
Ragged Edge project page

Relevant quote
The centrepiece of the visual identity is a ‘stretchable’ logotype that can expand into a flexible pattern – a simple, scalable system, designed to be as adaptable as our brains.

Beyond the logo, the visual system is calm and premium, in direct contrast with the rest of the category’s high-energy quick fixes. The colour palette borrows credibility from the healthcare category with blue and green hues, but the tonal variations are designed to evoke a lifestyle feel. And imagery, created in collaboration with photographer Kuba Wieczorek, combines a refined, high-end aesthetic with compositions that play on the idea of taking your brain to new heights.

Images (opinion after)

New Logo and Identity for Heights by Ragged Edge
Logo.
New Logo and Identity for Heights by Ragged Edge
Logo variations.
Instagram content.
Website.
New Logo and Identity for Heights by Ragged Edge
Hero image.
New Logo and Identity for Heights by Ragged Edge
Ingredients.
New Logo and Identity for Heights by Ragged Edge
The pill.
New Logo and Identity for Heights by Ragged Edge
New Logo and Identity for Heights by Ragged Edge
Packaging.
Logo adapting to different grid configurations.
New Logo and Identity for Heights by Ragged Edge
Ad.

Opinion
Despite my existential distaste for unicase I really like this new logo, in part because of my existential pleasure for extra condensed type but also because the counterspaces between the rounded-corner letters look like the ridges and grooves of the brain. It’s a literally and metaphorically tight-looking wordmark. The effect that the logo can stretch is a clever and appropriate concept — tying in with the idea of expanding the brain — and I like how it’s limited to animation instead of deploying different heights of the Heights logo in each application. The packaging is pretty nice with its blind emboss and accent label in a mint-color that also appears through the rest of the identity, contrasting really well with both white and dark blue. Not a lot in application and perhaps not a lot needed as the brand photography is simple and effective as is the messaging so there is no need to overcomplicate things. Overall, I’d take that pill based on presentation alone.



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