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Blood & Guts Logotype

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  • Blood & Guts
  • Blood & Guts was a logotype project for a freelance health care writer in NYC. The name is a tongue-in-cheek reference to not just the health industry, but also descriptive of of his straightforward no-nonsense writing style. His specific request was no horror movie/bloody/gore/frightening style of lettering, but wanted to see the lettering intertwined and connected.
  • Rough initial lockup explorations
  • Rough initial exploration of the best way to connect all the letterforms
  • Slightly more refined sketches after the initial direction was established.
  • Partial exploration of an uppercase vs. a lowercase treatment.
  • Last sketch before shifting to the computer
  • Initial vector explorations
  • Refined vector exploration and lettering details
  • Final solution