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Swivelarms Identity

  • 73
  • 2
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  • 2011
  • I was aiming for a simple, geometric mark that was iconic enough to resemble something created in the 60s or 70s. The ‘S’ came together after dozens of thumbnail sketches; I didn’t even approach Illustrator until the field had been narrowed down to this basic look.
    I chose to pair the mark with the “love it or hate it” Eurostile Bold Extended. Like Microgramma, I’ve always had an affinity for the wider version of Eurostile when set in all caps, and for the overall theme of the brand, it really fit the bill. It’s sturdy, legible, and geometrically sound.
    One of my basic requirements when developing this identity system was to allow for a good deal of flexibility in using it. Having the ability to pair the symbol and type together in both vertical and horizontal configurations, or simply use the symbol alone, successfully accomplishes that. 
  • Stickers
  • Screen Printed Apparel
  • Business Cards