Omelet, an independent creative company based in Los Angeles, recently launched a rebrand inspired by the famous Leonard Cohen quote, “there’s a crack in everything, that’s how the light gets in.”
The rebrand was led by type designer, typographer, and illustrator Marta Cerdà Alimbau. While Omelet has historically shied away from the obvious egg and breakfast puns, Cerdà helped them to embrace a cracked egg as a metaphor for the destructive act that can lead to creative work.
A crack runs across Omelet’s logo, set in Roslindale, and this motif comes to define the identity, with subtle yet effective animations fracturing headlines and bold fields of color. Meanwhile, Roboto and Roboto Slab do the heavy lifting, used for headlines and supporting text on the web and in print.
Cerdà chose Roslindale because its capital O is particularly egg shaped, an all-too-perfect fit for an egg-themed brand and a company whose name happens to start with that letter. Cerdà describes her selection further:
In terms of proportion, Roslindale’s uppercase “O” is as narrow as an egg. It is bold enough to have the strength a logo should have. And it has a retro touch, yet still being very contemporary, which gives the brand a unique fresh look.