Matter Unlimited’s Design Director Frank William Miller, Jr. spoke to Fast Company about his inspiration for creating nonprofit media organization Capital B’s new brand identity — from its business cards and website to its marketing materials and social media imagery.
“I wanted an on-the-nose statement,” Miller says. “It taps into the idea of taking space.”
“The brand identity was designed by strategic and creative consultancy Matter Unlimited, with the goal of inspiring trust among Black communities. One of the most visible elements of the proposal is the company’s logo, which spells out Capital B in a bold, sans serif font. This sets it apart from other Black-centered news sites, like The Root, whose serif-font wordmark is more old-fashioned and reminiscent of the past.”
“We wanted something that was punchy and heavy that stood out,” says Frank William Miller Jr., design director at Matter Unlimited.”