Identity / Art Direction / Web Design / Web Development

Identity / Art Direction / Web Design / Web Development

Brevity Wit Productions is a startup production company in Los Angeles founded by two experienced producers. Their initial needs were identity and branding as well as a website. Striving for a delicate mix between playful and sophisticated, the logo needed to work well across mediums, but particularly in film and the website had to be clean, modern and video friendly.


“Brevity is the soul of wit,” but that doesn’t mean you want to flaunt Shakespeare in your logo. The company name is a fun play on the quote because it allows people who get it to feel clever and shows that the company is cultured, without a glaring reference. The logo needed to approach Shakespeare in the same way. 14 horizontal bars to reference the 14 lines in a Shakespearean sonnet, with their directions changing at the section breaks in the sonnet structure. Three sections (quatrains) of four lines and a final section (couplet) of two.

Gradients in logos can be a dangerous road to go down, involving a lot of dice rolling when it comes to printing and correct color, but a logo that will be used more often in a digital and video realm allows for the ability to play more. It looks great and holds its own as a single color and the gradient allows for a lot of options in animation.

The main typeface is a condensed, slightly modified sans-serif. Highly legible both large and small as well as in print on digitally.


The initial build of the website led with a Vimeo video of their current main project. Besides a separate News page, the site worked as a single-page with a simple PROJECTS > ABOUT > CONTACT hierarchy. About a year later they approached me about a 2.0 revision that would be a bit simpler and cleaner now that they had more recognition. The main page shows off their animated logo along with stills from their many projects. The rest of the site explains a bit about who they are and what they do along with links to videos of their work. (First 3 images in the above gallery are version 2.0, the remainder are from the original site).

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