Monday Nights’ identity helps Echospace stand out like “a giant pink flamingo in a sea of sameness” — The Brand Identity – Home of the Greatest in Graphic & Brand Design

Based in London, Echospace is a “small but mighty” interior design company that blends deep expertise with a compassionate, values-driven approach. Eager to stand out like “a giant, inflatable pink flamingo in a sea of sameness,” Echospace collaborated with Monday Nights, a UK-based design practice, to reinvent their entire brand identity. The new look, defined by a floor plan-inspired logo and a roster of charming linocut ‘spirit animal’ icons, not only captures Echospace’s impressive approach as a practice, but also its characterful team.

The logo’s clever use of negative space integrates the letters ‘E’ and ‘S,’ showcasing Echospace’s unique perspective on interpreting space. “Where many design and build companies see floor plans as creative boundaries, Echospace sees potential for innovation,” says Matt Caldwell, Founder & Creative Director. “The ‘E’ and ‘S’ in the logo’s negative space capture this idea simply, leaving behind an iconic, positive space logo.”

Continuing this approach, the brand’s primary typeface, Echo Sans, was built entirely from scratch. “We literally built Echo Sans in negative space before we took it into the positive space, which meant that it instantly felt like a part of the brand,” Caldwell notes. “We crafted the letterforms to feel architectural but with unexpected quirks that speak to Echospace's daring use of materials and colour.”

To embody the spirit of the Echospace team, known affectionately as ‘Echospacers,’ a series of lino-printed animal icons was developed. These charming textured, geometric prints capture the essence of teamwork and the ‘spirit animal’ nicknames within the team. When it came to bringing these icons to life, the team felt that using a more hands-on creative technique would help to transmit a more human feel across the brand. “And we think it has,” Caldwell concludes. “Just look at that Llama <3”