Laylow Pictures

Laylow Pictures is an award-winning production company specializing in documentaries, including Magic & Bird: A Courtship of Rivals and the Oscar, Emmy, and Peabody-winning series O.J.: Made in America.

Pentagram has designed the brand identity for Laylow Pictures, which borrows its moniker from the Notorious B.I.G. lyric ‘stay low and keep firing.’ The custom wordmark leans into the name, utilizing a wide sans-serif typeface that literally lies low, but expands and contracts effortlessly and unobtrusively, adapting to a wide range of applications. The letters weave in and around iconic images from their documentaries, creating a signature that is instantly recognizable without distracting from the subjects of the films.