We chose Futura PT as the brand’s base font for a variety of reasons. We loved how there were no serifs, the fact that the edges of certain letters were sharp and elongated, and that O’s were perfectly round. Next, we needed to make the wordmark distinct and unique. Nomads are effectively wanderers, much like gypsies, who travel from place to place for their tribes to settle. We needed to include tribal symbols or glyphs somehow to capture this, but without making the brand identity look juvenile to the point where the logo looked cliché.

By playing around with circular shapes, we turned the “O” into a glyph to add character by simply adding a tiny dot to the bottom, and then dropped the connecting stroke in the letter A and replaced it with a smaller iteration of the dot. We also identified orange as a bold brand colour, since it was striking enough to stand out on light and dark applications, and it had a luminescence about it that made it seem almost like reflector tape or neon. The orange worked well, especially when set against the dunes and the landscape that many of the adventure activities took place.