We created the full identity for our friends at +61 by embracing a core tenet of their philosophy, 'letting in the chaos'. Our approach was to generate a series of 'unfinished' +61 logos, and then subject those to a series of chaos experiments. These experiments, each designed to add random and distinctive characteristics, colours and imperfections, ultimately completed the logo but also gave us helpful fragments, to build out the full identity.

BIg thanks to The Glue Society, who partnered with us to conceive, build and produce each of the chaos experiments.