SWIM (See What I Mean) is the independent type practice of designer and art director Joseph Dennis, specialising in the creation and crafting of typefaces, wordmarks and brand identities. Based in Walyalup/Fremantle, Western Australia, Joseph runs the studio out of his living room and various local coffee shops and bars, giving the business a smart-casual feel and making sure it doesn’t get any delusions of grandeur. It was founded as a place for play, experimentation and creativity, which sounds great, but what does that look like? How can the identity of a studio always feel new and exciting?
SWIM is ever-moving, ever-changing and so is its logo. Every 2 months, a new SWIM wordmark is designed for the homepage, socials and merch. Sometimes it will tease the release of a new typeface; sometimes it might coincide with the launch of a new project; or, it might be an isolated incident – an experiment in weirdness, wackiness and creativity.
