Typography treatments
Commencing in-depth research on the sixties period (1955-1975) was an integral beginning step to gaining background knowledge before diving into the design work. It allowed me to understand the social norms and mindsets that influenced the designs, as there has always been a strong relationship between political movements and cultural or artistic movements.
Taking inspiration from both Swiss designers and psychedelic posters for the wordmark, I decided to create a contrast between a flowing font, to represent free spirit, and a sans serif font to portray the conservatives. The spiral in the logo/secondary language is a deliberate reference to both sides of the theme: it can represent an abstract vinyl record from the Mods and also a psychedelic style graphic from the Hippies. It is used to unify the “divided” decade.
