Typography leads the way in Odd Notion’s identity for Pitch Black, celebrating Black excellence

What began as a singular event in Portland, Oregon, has evolved into a nationwide force for change, connecting Black entrepreneurs with resources, mentorship, and opportunities for growth. Pitch Black, founded by Stephen Green, is a powerful movement dedicated to elevating Black founders across the U.S. Looking to transform their positioning from an events platform into a comprehensive digital ecosystem, they reached out to Portland-based design studio Odd Notion to help craft a brand identity and digital presence, one that would allow Pitch Black to expand across industries and cities with confidence, while maintaining a consistent and powerful voice. “Our creative vision called for a broader, more nuanced representation of Black entrepreneurship,” explains Founder & Creative Director Eleazar Ruiz, with a goal to confidently break free from visual stereotypes. “This led us to allow typography to tell the story instead of a traditional mark.” By setting the wordmark in Vocal Type’s Spike, a bold variable-width typeface created by Black designer Tré Seals, Odd Notion was able to showcase the diversity and dynamism of Black entrepreneurial spirit while avoiding any singular, static representation. The typeface’s geometric counters and distinctive aesthetic draw inspiration from Spike Lee’s iconic visual language and the lettering found in his film posters. “As a cultural force in both film and sports,” Ruiz suggests, “Lee’s creative influence authentically mirrors the excellence and innovation embodied by Pitch Black founders.” Further, in choosing a typeface crafted by Seals, Ruiz points out that they “embedded Black excellence into the very foundation of Pitch Black’s identity. What better way to demonstrate this than by making Tré’s creative vision and cultural understanding the cornerstone of Pitch Black’s visual story?” The brand’s typography is rounded out with Cheltenham for headlines and Helvetica Now for body copy, creating a sophisticated balance.