NOMIS

NOMIS is a premium tech sub-brand for Logo Line, one of Australasia’s largest wholesale promotional merchandise suppliers, founded in a Queensland garage in 1995 and now running a 200-person operation out of Brendale. Having refreshed the parent brand the year before, DSR was brought back to launch a range of tech products, which meant a name, a strategy, an identity and a full packaging system. The tension sat in the brief: Logo Line’s reputation rests on being easy, reliable and good value, while this range had to feel premium and genuinely cutting-edge, able to hold a shelf beside Sony, Sonos and Bose without losing the trust the parent name carries.

The answer started with the name. NOMIS is Simon, the name of Logo Line’s director, reversed: vowel-led and contemporary enough to belong in that company, with a personal story sitting underneath it. I worked on the ideation and refinement of the wordmark, drawing and redrawing the letterforms to land on something smooth, rounded and monoline that reads as high-tech without tipping into pastiche, alongside a standalone ‘N’ monogram flexible enough for products, packaging and digital. The system sits in a disciplined monochrome palette of deep black and crisp white, the language the category’s leading players already speak.

I also built the animation that brought the mark into motion for the client presentation. A static logo on a slide asks a client to imagine how it behaves. Putting the letterforms in motion, drawn, constructed and resolved, makes the case for a tech brand in the way the category actually reads, and it carried the idea in the room.