Nuworks Inc.株式会社Nuworks

We designed the logo for Nuworks Inc., a company focused primarily on LED panel installation and construction. The aim was a logo that puts the owner's roots front and center.

Through our interviews, a future vision emerged: to build ventures connected to culture. From there, we set the concept "The times on the street"—aspiring to become, within street culture, what the New York Times is in its world—and took on the design.

Drawing on the idea of "sampling" as seen in hip-hop, we deconstructed and rebuilt Old English letterforms. The result is a symbolic logo that feels as if it had always been there, yet had never existed.