Under: Brand Identity

Sep 2025

The brand identity for Under explores a rigid, pixelated design language that bridges digital interfaces and urban public displays. Created by Lingfei Cao, the project centers on a monochromatic typographic system that utilizes grid-based layouts and glitch-inspired motifs to establish a distinct visual signature. The project translates this graphic framework across diverse formats, including motion-based web interfaces, street-level billboard campaigns, and subway station advertising. These applications lean into minimalist vector aesthetics and modular composition, often integrating photographic reportage of live musicians to ground the high-contrast identity in an urban, observational context. Photography contributions by Francesco Ferrarini, Matheus Ferrero, and Chris Mok capture the collateral in situ, documenting how the branding interacts with textured city surfaces and natural light. The identity remains anchored by its core typographic system, reflecting a study in digital precision and experimental graphic layout.

Horizontal, Commercial, Clean

Typography