Underland is a creative collective based in Copenhagen, Denmark with a self-proclaimed global perspective and desire to push cultural boundaries. So, what does that truly mean? Well, according to the founder, even in Copenhagen, one of the most liberal cities in the world, the creative community tends to play it safely and lives in an echo-chamber of similar, minimal, Scandinavian design. Inspired by Alice in Wonderland and the philosophy book Underland, the logo references the way into “Underland” through the trunk of an old tree. Large crops of the logo serve as an undulating, dynamic backdrop for the website and social posts while a color palette of vibrant, eye-catching colors reference the psychedelic world of Alice and her wonderland. A utilitarian, contemporary sans-serif completes the identity to support the wild logo.
Logo created from a customized version of the Langulaire font. The organic shapes in the logo reference the way into "Underland" through the trunk of an old tree. The hero color is an electric daffodil yellow.
Primary Color Palette
Secondary Color Palette
Undulating crops of the logo serve as backplates for the brand while a contemporary, utilitarian typeface Good Sans grounds the wild, psychedelic identity.