& Superorganism
Goodside is an independent brand design studio transforming meaningful ideas into brands people feel, remember, and fall in love with.
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Understanding Superorganism meant understanding equally the worlds of venture capital and environmentalism. Between conversations with some of the most audacious founders and LPs we’ve encountered, we gladly took our discovery phase as an opportunity to get outside and delight in the diversity of species around us. The contrasts between the two disciplines inspired us to play with the concepts of present and future, reality and possibility, what is and what if. This dynamic tension became the backbone of our story, celebrating Superorganism as the bridge that connects it all for founders with wild ambition.
A superorganism is a collection of agents that acts in concert to produce phenomena governed by the larger collective—think ant colonies, bee hives, and coral reefs. Beyond the obvious community connection, the name is a nod to the notion that our entire planet of species and ecosystems exists in a collective balance. With our logo, we celebrated this balance with an abstracted monogram-turned-coral polyp with six-fold symmetry and a natural dynamism. The wordmark similarly comes alive with organic details that climb from their letterforms, disrupting, striving, and growing.
Fact stranger than fiction. Fiction made all the more fantastic. The world is its own cabinet of curiosities, bursting with life and ideas. Our visual system fully embraces this wild wonder, inviting organisms to break free of their bounding boxes and emerge from their natural environments. The result is a vibrant system designed to inspire the kind of big ideas and unexpected exchanges that drive Superorganism and the whole world forward.
“We gave Goodside no easy task: create a brand that is as rich and weird as biodiversity itself, yet somehow understandable. They were more than up for it. As important as output was methodology, and Goodside put us through their thoughtful process, and felt like they were members of our team. We are so grateful for how Goodside breathed life into something we've spent the past two years building, and we cannot wait to see what work they take on from here.”
