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InspirationGraphic Design

SomeOne creates new brand identity for Spyscape to reflect its mission of empowerment

London agency SomeOne has created the branding for SPYSCAPE, a new company on a mission to "empower people to see themselves, and the world, more clearly" by creating content and experiences that educate and entertain.

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Spyscape Shop branded packaging including a kraft tube, paper bag with handles, black redaction bars, and a circular disc element arranged on a grey surface

The brand’s first public expression will take the form of a museum located in New York. Set to open this December, the 60,000 sq ft space, based in Manhattan, will immerse visitors into the secretive universe of espionage through one-of-a-kind exhibitions featuring dynamic storytelling and individualised experiences.

Adjaye Architects created a diverse range of exhibition spaces housed within bespoke pavilions, each concentrating on seven distinct themes. The exhibition arrangement plays with users' perceptions, with partially obscured interstitial circulation spaces that open up into immersive, fully interactive multi-media environments. Each pavilion, including a weathered steel drum with bespoke curved panelling, features a distinctive design and material palette crafted around its unique content.

"This is a brand that is tackling one of the greatest topics of our time. Privacy. Their approach is both erudite and entertaining. The new branding helps to manage their reputation and stimulate curiosity in the audience," said Simon Manchipp, Founder of SomeOne.

Emily James, Project Lead Designer at SomeOne added: "The typeface is unusual as it consists of three cuts that can be connected. Two ‘redacted’ cuts show only part of the letterform, but often enough to distinguish what character it is. The Third cut is a complete letterform that can either be used to hint at the remaining stroke, or used in its entirety for total clarity."

Black ticket designs for Spyscape museum featuring white tilted typography and QR codes on grey background
Spyscape brand identity materials including dark business cards and collateral with geometric imagery arranged on a white surface
Dark directional sign mounted on concrete wall showing Spyscape museum floor levels with tickets and information icons for each floor
Wayfinding sign with male and female toilet icons and wheelchair accessibility symbol above Braille text on grey wall
Spyscape logo rendered in dimensional lettering on a textured grey surface, casting sharp shadows
Text reading "QUESTION EVERYTHING" engraved on a weathered grey concrete surface
Dark interface showing a bowl icon with a spoon and an outward arrow icon in white on a navy blue button
Large illuminated billboard advertising Spyscape's Exquisitely Evil exhibition, with the text overlaid on a shadowy silhouette of a face against dark scaffolding
Black directional signage with white text reading "EXIT" with a right arrow and "CAFE" with a left arrow, suspended in a modern interior space
Ten minimalist line icons on a dark background representing concepts including currency, figures, accessibility, navigation, help, beverages and discount offers
SPYSCAPE logo in white sans-serif typeface with partially redacted letters on dark background
White capital letters of the custom Spyscape typeface arranged in three rows on a dark background, showcasing the alphabet with its distinctive angular geometric design
White capital letters of the alphabet arranged in three rows on a dark background, displaying the custom typeface designed for Spyscape's brand identity
Black apron with Spyscape cafe branding featuring blue and white circular logo elements and white text on the wearer's torso
Black tote bag with SPYSCAPE branding and geometric white letterforms on the front
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