Using typography, textures and subtle design elements, the idea is to present smoking facts without the boring factual appearance and graphic imagery that normally come packaged together. The concept relates to the theory that information presented in less fluent formats, requires more cognitive function to absorb and process (typography disfluency theory). This helps the reader/viewer to process and retain the information thus helping in communicating the message.
I printed 2 books, one was the main research and concepts book in white, the other was the typography designs only, in a black theme.
Logo Concept
The reason for choosing the name pink-to-black is because of the widely known fact that your lungs are pink when healthy, but become black and tarred from prolonged smoking. The text and color shows transition from pink to black but the arrow pointing the opposite direction signifies reversing the damage. The arrow symbolizes positive change while doubling as a recognizable identity.
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