Brand by Hand; An experimental lettering project
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    Brand by Hand; An experimental lettering project that explores the defining attributes of select major brands. Major brands such as Apple and Go… Read More
    Brand by Hand; An experimental lettering project that explores the defining attributes of select major brands. Major brands such as Apple and Google have steered corporate graphic design towards a flat, minimalist style. Many other brands have shifted their brand identity to mirror these developments – think Starbucks or Shell. This trend has seen the imagery in many graphic design projects reduced to simple, iconic representations. Few colours are used, and they often employ the use of extensive negative space. Alongside this minimalist movement, there has been a huge rise in the popularity of hand lettering that, in contrast to minimalist ideals, is characterised by imperfections, texture and embellishment. Brand by Hand is intended as an intersection of these two trends by introducing the personal, hand-treated and flowery nature of hand lettering into the cold corporate world. Furthermore, an attempt has been made to explore a variety of lettering styles and examine contemporary trends within lettering itself – custom scripts and brushwork, calligraffiti, contemporary signpainting. The purpose, besides being a personal exploration of letterforms, is to reimagine these logos while retaining key defining elements of their original branding. This will both investigate the essence of the brand and test the strength of their associations. The examples in this body of work vary in the extent of the reworking. Some examples have taken the salient features of each brand and conceptualised them in workable ways while others really challenge minimalist ideals through ornamentation and embellishment – the typical nature of lettering. Logos include: FedEx, Burger King, Subway, Flickr, YouTube, Skype, Evian, Coca-Cola, Whittaker's. AUT BDes graduate project 2014. BOOK COMING SOON Read Less
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