- 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, primarily because of its a near-perfect anagram qualities of my first name, Denton.
The 'i' being the only letter absent explains its form in negative space, so to counterbalance this, I created the left indent as a positive shape as well as the tittle — which is also used throughout as a significant branding element.
The left indent shape represents an energy and dynamic movement found in my design process, whereas the custom type brings a more stable and ordered structure to the mix.My aim is to bring a handmade feel and personality to all my design work, so steering away from a conventional geometric-style lettering was favoured for a more humanist approach.
- Beyond the custom font created for my brand I still needed a typeface that could be adaptable, friendly and unobtrusive; and was fortunate enough to find 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.
- First impressions last so I wanted my cards to get straight to the point, yet still deliver that unique experience to anyone who gets near it.
- Incorporating both left and right brain thinking into my business card design made perfect sense so I divided the cards' dimensions into a 1:2 (logical) ratio and the layout made use of Phi 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/