Founded in 2005, Park Literary & Media is a full-service literary agency representing fiction and nonfiction creators. After a decade of steady growth and success, PLM decided it was time for their brand to catch up to the caliber of service they provided for their clients. Type/Code was tasked with helping PLM to identify the qualities of their business that best represent them, and channel those into a full re-brand and digital overhaul.
Within its field, PLM can best be described as a bit of a maverick — providing a suite of services that extend beyond the typical literary agent; sometimes venturing into publisher territory, and always leveraging their unique connections with media production partners to give their clients maximum exposure. Type/Code cycled through several branding approaches that spoke to this nature — busybee animals, kinetic typography, and morphing iconography — resulting in an identity that was bold, iconic, and dynamic.
The dynamic identity system calls on traditional iconography — bookends, formed conveniently from the letterform “L” — to speak to the core literary business of PLM. When expressed kinetically, it becomes the framing mechanism for key information across collateral, highlighting associate names, services, and departments. The dynamic nature of the logotype also allows it to fit snugly in a myriad of applications, fully collapsing down to an initialism when necessary in responsive web applications. A full stationery suite was developed for PLM, including details like a finely die-cut bookend “L” on the business cards and full-bleed color washes over selected elements.