Square Peg

Modular branding for a Multi-Use Space

Welcome to Square Peg, a dynamic, multi-use space focused on community, small business, retail development, and creative collaborations! We are rethinking retail and turning an asset into an opportunity. The Square Peg pop-up will showcase active, emerging, and local retail talent that will wow the community by radiating vibrancy, cultivating connection, and encouraging a sense of belonging.

A project done for The City of Kitchener

Colour Palette

With this brand we want to be flexible and show the diversity that is possible within the space. This is done by creating a large colour palette. The palette is made up of vibrant 80’s inspired colours alongside darker, muted colours to give a feeling of nostalgia, warmth and comfort.

The large palette also gives us the opportunity to categorize businesses and create a visual language within the brand.

The Squishy Zig Zags

The ultimate mark of creativity, a free form that can appear in a variety of ways. This brand isn't based on one mark, the same way this space will not be based on a single tenant. It is built on a library of squishy zigs and zags to represent the endless possibilities for creativity within the space.

The Grid

The grid was built off the inspiration of two square pegs sharing a space in collaboration. The grid formation is a set boundary that we work within. We have full flexibility to be creative within the formation.