Distil · Deepen, an international design collective now in hibernation, that I founded, named, and created a visual identity for, including the illustrations and the animations.
This concept exhibits what I think is essential in a meaningful naming and design process: it is a sort of a hermeneutic circle between thinking of words as abstract carriers of meaning and choosing suitable ones, but at the same time contemplating them as combinations of certain letter forms. The name and its typographic shape are one. The two words reflect the two core tasks in communication design: ”distil the message, deepen the meaning”, says the motto I wrote. The words in the name are equal in length, which tells that the methods they represent are equally important. This is enhanced by designing mono-spaced letters for the logotype, so that the slimmer i’s and l wouldn’t leave the first part short.
When shortened to the bare first letters, together as a monogram the two D’s constitute an eye, aptly for a visual design practice. The monolinear stroke makes it a true mark. Stripped of any elaborate details, it is possible for anyone to draw this simply with a pen on paper, or with a stick on sand.