The Edit: five projects including Smith & Diction’s identity that pushes Minted into the sports realm

Each and every day, we’re lucky to discover dozens of interesting and inspiring projects from around the world. From global identities and campaigns to side projects and independently published books, The Edit is home to five of them; every two weeks. Delivered by Philadelphia studio Smith & Diction, New York-based clothing and jewellery brand Minted has unveiled its brand refresh, one that aims to align the brand more closely with its athletic roots while maintaining its fashion-forward appeal. Reflecting the company’s evolution and its commitment to building a community around running, the new look leads with a striking ‘starting block’ M logo, marrying the brand’s initial with a nod to track and field sports. As suggested by the founders – brothers Marcus and Shawn Milione – the visual language embraces an ’80s aesthetic, featuring condensed typography and a sense of speed. Smith & Diction’s type choices include BB Modern for its versatile condensed weights, and Bull-5 to add a touch of warmth and balance. This typographic pairing, along with the bold brand mark, creates a system that feels both sporty and stylish. When Vanderbrand set out to create an identity for Corktown, Slate Asset Management’s residential project in Hamilton, Canada, they wanted to capture the city’s transformation from industrial powerhouse to vibrant urban centre, eventually landing on the the brand’s core visual element – a series of dynamic, organic gradients – that symbolise Hamilton’s ongoing evolution. The identity balances past and future, incorporating chrome applications as a nod to Hamilton’s ‘Steel City’ heritage, while the fluid gradients point towards its promising future. “A gradient represents a transition point; colours evolve and harmonise converging in a chromatic metamorphosis,” explains Creative Director Anna Vander Herberg. “We strongly felt that a palette of organic gradients felt authentic to the growth and transformation of Hamilton.” This duality is further emphasised in the project’s book, which is separated into three sections – past, present and future. JHA Times Now was chosen for the wordmark as “a modern revival of one of the most used typefaces in the 20th century,” supported by Optimo’s legible and sharp Basel Grotesk. Interestingly, the team created a unique NFT artwork featuring the gradient, which will be permanently displayed in Corktown’s lobby. As Vander Herberg highlights, “the idea that the dynamic gradient will continue to move and evolve in the residence even after completion extends the overall brand vision from the present to the future.”