- Making the move back to full-time freelance—and relocating to a new city—gave me the perfect excuse to redesign my studio's own identity and what better place to start than by sketching some letters out.
- As a graphic designer I use the pseudonym indent, because of its a near-perfect anagram qualities of my first name, Denton. It also represents my design ideals of leaving something behind, memorable. A shift from the norm.
The 'i' being the only letter absent explains its form in negative space. To balance this, the left indent was created as a positive shape as well as the i dot — which later evolved into a significant brand element.
The left indent shape represents an energetic, dynamic movement found in my design process, whereas the letters bring a solid, ordered structure to the mix.I want to bring a handmade feel and personality to all my design so the type got a healthy dose of humanist styling.
- Beyond the custom font created for my brand I still needed a typeface that would be modular, friendly and unobtrusive; introducing the type-family Cinta, by Tipo Pèpel: It has a humanistic skeleton, dressed up with a hand-made mechanical suit, which made it rush, audacious. A dedicated tribute to the breakdown of mestizo music rhythm, bright, dreamy but completely real.
- My new business cards needed to showcase some communication design skills and contact details, but more importantly, supply a unique user experience and to leave that lasting first impression.
- I divided the cards' physical dimensions in a 1:2 ratio and the layout made use of Phi (Golden Ratio) to create a baseline and a sectioned heirarchy on the reverse side.The process involved a two colour litho, blind letterpress and finally duplexing to create the end product.
- Art direction and graphic design: Denton PretoriusPhotography: Baden Moir - http://www.badenmoir.com/Printing: CottonCloud Letterpress - http://www.cottoncloudletterpress.co.za/Type foundry: Tipo Pèpel - http://www.myfonts.com/fonts/tipo-pepel/cinta/