MMBP & Associates’ eclectic identity for KLKTN balances mass typography and modern technology

London-based creative consultancy MMBP & Associates have crafted a visual world for digital-collectable-platform Kollektion (KLKTN) – a blockchain-powered endeavour set up to provide online experiences and content bundles, known as ‘Moments’ – supported by music, entertainment and fintech. Calling upon the aesthetics and themes ever-present in the platform’s intersection between culture and technology, the resulting identity is unapologetically brash. Chromatically combining luxury, pop culture and contemporary tech to create a variable bonanza of creative expression, while simultaneously providing the variability for the brand to flex – a feature that even translates to the variable length of the wordmark. The identity’s primary typeface, ​​Goudy Old Style, was chosen by MMBP in reference to mid-to-late 20th-century advertisements – a key influence behind Kollektion’s core graphic language. Making up the mark as well as the supporting text, the condensed serif construction of the typeface is directly reminiscent of the type found in early Apple, IBM and Nike marketing. “I've always admired American advertising graphic design in the late ’70s to ’80s,” Artistic Director Hank Park tells us, discussing the considerations behind the choice.