Primordial Soop is a design studio started by two designers who didn’t just want to wear black turtle-necks and talk fondly of fonts. Being one of those designers (the former, not the later) gave me a unusually intimate insight into what this brand was to stand for.
We wanted a name and a mark that would immediately work as a functional sign, and be readable and recognisable and all the other good things, but we as much wanted a symbol which would make people take a second look. Something that would immediately bring to mind the question: “What is this about?” Most logos and brands never get that second look, but we through it was essential for this one.
Primordial Soop was started to do interactive design, to begin with, and move into motion graphics and more multimedia and animation-related creativity over time. That still remains the mandate of the brand many years after its inception, and its drive is still towards interactivity and entertainment.
The visual pun and the near-literal interpretation of something primordial in soup was selected both for the unmistakable visual quality and the inherent humour of it. The humour and personality are important aspects of the brand and the logo was made to push those, while remaining a classically minimal stamp that works in a single colour.
The name Primordial Soop was born of a need to create a design studio that sounded more like a band than a corporation, a long time before people started asking for “rockstars” in every field of work. This band was made to outlast all the rockstars, and the logo of the brand was crafted in the same spirit.
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