MUSE Gold

2022

Maelstrom: A bold identity for a fintech entrepreneur

Entrant Company

North Street Creative

Category

Corporate Identity - Brand Identity

Client's Name

Maelstrom

Country / Region

United States

Maelstrom is the family office of cryptocurrency pioneer Arthur Hayes:

Arthur Hayes engaged North Street to develop a name and visual identity system consistent with his status as a provocative and fearless entrepreneur. A maelstrom, or powerful and violent whirlpool, suggests boldness and disruption. The resulting identity is dynamic and futuristic, mirroring the organization's investment focus in innovative organizations and causes.

A rubric inspired by Kubrick:

The Maelstrom logomark is inspired by Arthur Hayes’ passion for all things sci-fi. The bold, dominating form is inspired by the monolith from 2001: A Space Odyssey and the “M” in Maelstrom.

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