This paradoxical brand identity is both intangible and tactile

Mobile app company Soap's name provided plenty of inspiration for Socio Design's identity scheme. "We felt that the inherent contradictions of the brand - the intangible nature of the business, versus the tactile nature of something like soap - were a key feature to highlight," says creative director Nigel Bates, who founded Socio back in 2004 with James Cramp.

"The result is an equally paradoxical brand that reflects Soap's craftsmanship and tactile work ethic through industrial insignia and angular typography," explains Bates.

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