Mast’s cinematic identity for PR firm Heist takes visual inspiration from classic heist movies

London-based PR firm Heist have collaborated with Denverite design studio Mast to develop a slick identity system – effortlessly reflecting both the founder Peter Bowles’ interest in the cinematic history of heist movies and, in turn, the intricacies behind the scenes at the company. Having already established themselves as a no-nonsense, successful agency, it’s no surprise that the resulting identity mirrors this confidence, manifesting in a concise, clear and characterful visual language. The first of Heist’s cinematic references came in the form of 1969’s heist classic ‘The Italian Job,’ iconically featuring Mini’s in the heist itself and during the getaway. Using the car brand’s historical emblem as their starting point, Mast developed an ‘H’ infused, key-shaped logomark – the unadorned appearance of which conveys both the agency’s initials and thematically embodies the concept behind the brand. Supporting the logomark set is the neo-retro colour palette – inspired by the hues on the album cover of Peter Seller’s soundtrack for ‘The Pink Panther Strikes Again’ – and the emboldening use of type; opting for Commercial Type’s Platform as the primary typeface. Discussing the typographic influence of the Mini on the identity, Creative Director Travis Ladue tells us, “these vehicles’ history inspired the typography, which took cues from historic Mini badges,” he concludes, “resulting in an exciting and nested rationale for the wordmark,” striking the sweet balance between historically referential typography and the contemporary nature of the brand.