Our identity for Bob Sugar pays homage to a script that ‘swings for the fences’. That’s how Cameron Crowe described writing Jerry Maguire.
He was going for the big lines. As it turns out, both Jerry and Bob had a lot to say. They both talked big game. They swung for the fences. We’ve combined some of that bold 1996 game with polished finishes. The result is mix of luxury and nonsense. Kind of like Instagram circa 2020. It’s B.S. right?
Set in a lovely interior by Mitchell Eades at first glance Bob Sugar might take itself quite seriously, but closer inspection reveals a relaxed and fun personality. We used typography and finishes reminiscent of professional stationery to present a ‘classy look’ based on a traditional hierarchy of large IMPORTANT looking serif headings and self indulgent sans-serif details (look at our long list of credentials and achievements).
Our aim is to poke fun at everyone (ourselves included), because we’re making something that’s beautiful and elegant, but full of shit.
Relax, grab a drink and a bite to eat.