Anna Takács from Budapest, Hungary designed the vibrant brand identity for Speck. ‘Speck is a community space concept that serves as an incubator for young and unexperienced designers. Fresh graduates mean boosting potential with their enthusiasm and street smart attitude in the market, but the basic problem is that most of them are not aware of their work’s worth. When it comes to the question of writing proper contracts and how much should they charge, in most cases they feel lost and confused. Setting too low prices is harmful for the whole designer community and destructive for the trade’s prestige.
Starting a career all alone is hard indeed, but under the wings of skilled mentors and a supportive community, deepen practical knowledge with constant feedback, and building massive confidence is a sustainable path to choose. Speck is not a simple co-working office, more like a complex home of workshops, courses, open offices, community and courtrooms, also a pleasant environment for chatting, networking and drop by for a coffee.
Basically the word ‘speck’ is used like a cheerful neologism in the identity. Originally it means ‘a tiny piece’ and also ‘spectacular’: together these definitions fit perfectly to the corporate ideology. I’ve created the logo and the complement signs with a simple and straightforward mindset: a question mark sums up the young designers who ask, an exclamation mark is for the skilled mentors who answer, and a dollar sign for the cool clients who honour their work. The whole identity is based on a fresh and playful attitude with rotatable smileys, vivid colours, clean signs, and bright qr codes.’