Since 2013, Gravity Inc has always embraced the mission of bringing talent together; from guiding emerging talents in their early stages, to propelling established artists to new heights. Combining this powerful idea with the archetypal characteristics of gravity, we created a visual system that speaks to the force of attraction, connection and anticipation for what's to come.

The hero of the identity is a simple rectangular plane that morphs in different dimensions and acts as a space where moments occur: a stage where artists perform, a sheet of paper containing lyrics and composition of the next big number one hit, a sports arena where legends are made, a record deal waiting to be signed. We call this shape 'The Constant'. An abstract mascot, it's where the brilliance resides: the energy, creativity, the masterpiece, the blood, sweat and tears.  

Supporting the Constant is an underlying grid system that ensures structure and alignment of elements. Taking inspiration from gravity in nature, the most massive design element push and pulls other smaller elements within the grid creating a system where each part interacts and influences one another.

The visual language makes use of elements aimed at communicating with the right attitude. The type system combines Mango Grotesque by Rajesh Rajput, Adobe's New Spirit Condensed and Maison Neue by Milieu Grotesque. Each typeface selected to give Gravity weight and clarity, and evoke associations with written music. The colour palette is unapologetically monotone with accent colours sampled from hero imagery.

The visual identity spreads across to Gravity Inc's website too — built on Webflow. Featuring unconventional navigation,  filterable roster and side-scrolling timeline history.
Simple, but powerful.