A brand identity inspired by Jorgen Longem
How do you describe a person in a word? Can this word articulate the complexity of a person’s essence through striking visuals or a bold marque? Can you ‘brand’ a person? Further, can you give this ‘brand’ its own fashion line?
These were the questions asked in the final project of a Trademark and Logo design class during my time at SCAD. I interviewed my friend and fellow designer, Jörgen Longem, and set to the complex task of isolating his essence in a word. Much to my surprise [and after putting aside my postmodern skepticism at such a task and its undertaking] Jörgen gave me the concept to turn into a word. 3RD Culture.
Much of Jörgen’s life has been spent as an émigré. After being born in Saudi Arabia, returning to his father’s native Norway, then off to his mother’s native Mexico, attending high school in Thailand, returning back to Norway for a stint in the Norwegian Navy, pursuing a Bachelor’s in International Studies at U of F, we ended up meeting at SCAD. Though he knows many languages, he is the physical and intellectual sum of the two disparate cultures of his mother and father.
Though Jörgen’s life resembles the adventure the rest of us see in an Old Spice commercial, he enjoys simple pleasures. A well-designed automobile, the national fútbol team of Norway, a glass of Scotch with ice, information graphics, the visual language of mathematics and proportion, red and black.
Formally represented by a marque that includes the number 3 and letter ‘c’ as well as the letters ‘j’ and ‘l’, the brand is continued to include patterns and pin stripes made from bits of code and/or lines from various diagrams. The packaging will be intimate and thought has to be given to the finest details. When a purchase is made, the takeaway item will be a series of postcards “from the edges” of our smaller and smaller world. Send them to your favorite pen pal in Norway. Sponsored by a series of charities and organizations that effect change on a global scale—another of Jörgen’s many passions.
These were the questions asked in the final project of a Trademark and Logo design class during my time at SCAD. I interviewed my friend and fellow designer, Jörgen Longem, and set to the complex task of isolating his essence in a word. Much to my surprise [and after putting aside my postmodern skepticism at such a task and its undertaking] Jörgen gave me the concept to turn into a word. 3RD Culture.
Much of Jörgen’s life has been spent as an émigré. After being born in Saudi Arabia, returning to his father’s native Norway, then off to his mother’s native Mexico, attending high school in Thailand, returning back to Norway for a stint in the Norwegian Navy, pursuing a Bachelor’s in International Studies at U of F, we ended up meeting at SCAD. Though he knows many languages, he is the physical and intellectual sum of the two disparate cultures of his mother and father.
Though Jörgen’s life resembles the adventure the rest of us see in an Old Spice commercial, he enjoys simple pleasures. A well-designed automobile, the national fútbol team of Norway, a glass of Scotch with ice, information graphics, the visual language of mathematics and proportion, red and black.
Formally represented by a marque that includes the number 3 and letter ‘c’ as well as the letters ‘j’ and ‘l’, the brand is continued to include patterns and pin stripes made from bits of code and/or lines from various diagrams. The packaging will be intimate and thought has to be given to the finest details. When a purchase is made, the takeaway item will be a series of postcards “from the edges” of our smaller and smaller world. Send them to your favorite pen pal in Norway. Sponsored by a series of charities and organizations that effect change on a global scale—another of Jörgen’s many passions.
