Open Sourced
Year
2025
Sector
Hospitality, Food & Beverage
Services
Brand Strategy
Brand Identity
Open Sourced is an inclusive builder house launched in January 2025 in Central Singapore. A straddle between coworking space, members’ club and cafe, the heart of the brand lies in its budding community of professional misfits with a purpose. The modern maverick. We worked together to develop a holistic identity inspired by bold colour choices and dynamic typography, reflecting the brand’s rebellious yet sophisticated spirit.
Pink is taken traditionally as a "feminine" colour. Hence, we were intentional in shifting it towards expressive sophistication with the inclusion of primary colours like red and green. Compared to many tech brands that default to shades of blue or green, this direction challenges established norms, portraying the brand as dynamic, confident, and fresh.
Each letter within the logo is created from scratch, using a combination of rectangles and semicircles curved to an equal corner radius. The choice of rectangles and circles bows to the idea of Open Sourced being a builder/hacker house, where primary building blocks come together to create something bigger than their individual parts.
A sleek typography combination defines the brand. A secondary typeface complements the bold primary logo, which is a custom font that we designed from scratch. This resulted in the selection of the ITC Avant Garde Gothic font, a sans serif font that is easy to read and works in both uppercase and lowercase lettering. This font is also geometric, complementing the curved nature of the primary font.
Currently situated in Central Singapore, Open Sourced is a space designed with the builder journey in mind. Prioritising character over title, the branding of this house ensures that a balance between sophistication and inclusivity is achieved.
