When we came together with the idea of The Morning Context, we reached out to the design collective FOLO to bring it to life. Today, the FOLO team offers a peek into the creative thinking that went into building a visual identity for The Morning Context. Read on.
It all began when a small group of experienced journalists approached FOLO with their mandate document—they wanted to tell stories making sense of a world in which the internet sits at the junction of business, human need and endeavour.
Companies from Uber to Swiggy to Flipkart earn stratospheric valuations banking on mass consumer-behaviour change at historically unprecedented rates. Along the way, everything from restaurants to the domestic gas cylinder business is disrupted. And we as consumers and enterprises face market volatility as an “instrument of truth”.
This is the uncertain territory from which The Morning Context promised to rescue sense, and bring to their readers “ambitious, timely, deeply researched and well-written stories”. On the mix of startups, people and technology, along with a healthy dash of chaos and wider, big business stories.
And understanding this background was crucial to FOLO’s pursuit of designing a home for these stories. We had to produce a canvas that was authoritative, minimal and contemporary, and which subtly communicated the core idea of context every morning—context wrested from the unique conditions of today’s radical uncertainty.
We started with “morning”. Our first pick was a rising sun with a gentle gradient to represent a dawn; over time, we refined it into a full sun, and then a simple stylized circle. We kept the gradient—with three colours that we picked out to embody the Internet, Business, Chaos framework.
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