Tech Social
Designed a distinctive logo, color palette, and typography system
Crafted a modern logo that reflects Junypyr’s bold and innovative identity.
Delivered adaptable logo assets suitable for digital and print applications
Junypyr is a Canadian events and nightlife brand hosting high-profile guests and vibrant gatherings. They had a clear vision for their offering but needed a logo that could bring that vision to life, something instantly recognisable, versatile across sub-brands, and memorable long after an event ends.
I was tasked with designing a custom logotype that would not only capture the brand’s energy but also serve as a brand cue, a visual trigger that sparks instant recall whenever someone sees it.
Designing for the nightlife sector is tricky, many brands rely heavily on loud visuals that quickly feel dated. Junypyr needed a logo that could outlast trends while still feeling fresh and exciting.
Specific challenges included:
Creating a minimal yet distinctive mark that could function as both an icon and part of a wordmark.
Ensuring recognisability across a variety of media—digital, print, merchandise, event signage, and more.
Building a design system that could support sub-brands like Junypyr Live and Junypyr Barrel without visual clutter or loss of identity.
Rooting the design in brand psychology principles to create stronger memory recall and emotional connection.
When designing for a brand like Junypyr, one that thrives on atmosphere, emotion, and memorable moments, it’s not just about creating something that looks good. A successful logo taps into how people think, feel, and remember. Events are highly experiential: you’re surrounded by music, lights, conversations, and emotions. The challenge is to bottle that feeling into a single mark that keeps reminding people of those moments long after the night ends.
That’s where psychology comes in. A logo can do more than identify a brand; it can trigger memories, associations, and emotions in ways that advertising alone can’t. By understanding how the human brain processes visuals, builds familiarity, and forms emotional connections, we can design something that lives rent-free in people’s minds.
For Junypyr, I focused on two key psychological principles to guide the design:
Classical Conditioning:
Ivan Pavlov famously discovered that his dogs would salivate at the sound of a bell, even without food, because they had learned to associate the sound with mealtime. Similarly, imagine attending a Junypyr-organised event where the simple, distinctive Junypyr logo is woven into the experience, on banners, menus, merchandise, and displays. You have a great time, make memories, and head home. Later, when you come across something that subtly resembles that logo, whether it’s in a completely different context or just a shape or colour that triggers the memory, your mind instantly recalls that positive experience. This subconscious connection nudges you to check out Junypyr again, not because of an ad, but because the brand’s visual cue has been linked to a moment you enjoyed.
Fluency and Cognitive Ease:
The brain naturally prefers things that are simple to process: it recognises them faster and with less effort. When people see a logo that’s easy to remember, each exposure strengthens familiarity and trust. A simple, distinctive Junypyr logo makes it effortless for people to spot the brand in different contexts and instantly connect it to positive experiences, reinforcing their bond with the brand over time. In an industry where attention is fleeting, cognitive ease ensures that Junypyr remains at the front of people’s minds without them even realising it.
The brief’s clarity made the direction straightforward. I researched iconic “J” logos, looking for examples of single-letter marks with strong recognition power—such as the Juventus Football Club logo. The goal was a minimal form that could stick in memory after a single encounter.
I used AI to generate an initial range of concepts, helping me quickly explore variations in form. One stood out as having the right balance of simplicity and personality, and I moved forward with refining it.
The execution of the Junypyr logo hinged on creating a mark that felt simple, distinct, and memorable. The final choice was a stylised “Jr”. This wasn’t an arbitrary decision.
The J represents the first letter of Junypyr, while the R represents the last. Together, Jr forms a letter combination that is naturally familiar to the human eye, appearing frequently in everyday language (think “junior,” “juror,” “journal,” etc.). This familiarity works in our favour, making the mark easier to process and recall without needing heavy visual complexity.
The form is clean, balanced, and highly legible at any size, ensuring it works across event backdrops, merchandise, and digital spaces. By keeping the design simple and the colour palette minimal, the mark remains timeless and easy for the brain to process—helping it lodge in memory and act as a strong brand cue long after the first encounter.
The job done for the final execution could be summarized as listed:
Imported the chosen concept into Adobe Illustrator for precision refinement.
Crafted a primary “Jr” mark that could be instantly recognised on its own.
Designed a custom monospace-inspired wordmark for balance and modernity.
Developed multiple lockups:
Standalone Jr – perfect logomark for app icons, favicons, and small-scale usage.
Full Wordmark – for banners, posters, and high-visibility branding.
Sub-brand Variations – Junypyr Live (media/events) and Junypyr Barrel (drinks), each consistent in style.
Ensured that every version worked in both full colour and single colour formats.
Since the launch, the Junypyr logo has been applied across event materials, merchandise, and online platforms. Audience members report recognising the brand more quickly, and the client noted how easily it adapts for different campaigns.
The design has:
Increased brand cohesion across sub-brands.
Created a strong symbolic connection between the brand and its audience.
Provided a future-proof asset that will grow with the company.
By combining minimal design with psychological principles like classical conditioning and cognitive ease, the Junypyr logo becomes more than a mark, it’s a memory anchor. Every time people see it, they’re reminded of the excitement, connection, and energy they felt at a Junypyr event.
For typography, I recommended Neue Montreal, a clean, modern sans-serif typeface that balances minimalism with versatility. Its geometric yet approachable structure gives Junypyr a bold, contemporary presence while ensuring readability across both print and digital formats. The typeface also adapts well, allowing for seamless visual cohesion.
The color palette was built to capture Junypyr’s dynamic and energetic spirit while maintaining clarity across its sub-brands. Each branch was given its own accent color to distinguish its unique function while still tying back to the core identity.
Primary Color — #020014: A deep midnight tone that communicates sophistication, depth, and nightlife energy. This is the foundation of the brand palette.
Surface Color — #FFFFFF: Used for balance and contrast, keeping layouts clean, legible, and versatile.
Junypyr Barrel — #FFD971: A warm, golden hue that reflects craft, vibrance, and the energy of drinks and social gatherings.
Junypyr Live — #FF679E: A bold, expressive pink that conveys excitement, creativity, and the pulse of live events.
Together, the palette creates a modern, expressive system that gives each sub-brand its own identity while keeping Junypyr as the unifying core.
This project was an exciting opportunity to craft a bold and flexible identity for Junypyr. The client was highly satisfied with the design direction, the execution, and the timely delivery. To learn more about the brand, visit www.junypyr.live or explore their Instagram page for live updates and events.