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Bēhance

Popular Front

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  • Popular Front wanted to be seen as broader than an interactive shop, a place that looked at the world through creative eyes and saw potential everywhere. The solution would start with a pure, modern expression that could be re-interpreted in execution
  • The solution begins with a super-modern, slightly abstract wordmark that feels as though in motion.
  • The letterforms de-construct into a vocabulary of interlocking shapes.
  • those shapes create a texture that houses the wordmark in a colorful primary lockup.
  • the texture can expand into a pattern, wrapping around formats, creating dimension, changing color, always moving.
  • It can be reduced and subtle or cropped and exaggerated, giving a humanity to geometric forms.
  • The stationery system uses several scales and color changes on its own.
  • Exaggerating scale, the pattern becomes window signage and architectural accents.
  • Laser cut business cards bring the user's environment into the graphic system.
  • The two most proprietary parts of the wordmark combine to create an abstract, energetic monogram.
  • Cropping and scale changes make simple applications dynamic.
  • The new popularfront.com walks the walk, bringing their view of the world and people to the forefront. Designed by Popular Front.
  • Using a softer sans-serif typeface like Bryant contrasts the extreme geometry and creates a feel that is timely, inventive, and confident.