CRÓNICAS DE UTOPIA — Brand Identity
Crónicas de Utopia is Filipa Santos Sousa's blog, in which the author writes about her deepest wandering thoughts towards the unknown and tell us about her journeys. She invites the reader to visit the places where she has been, sharing her stories and experiences in a warm and very enthusiastic way.
Filipa explores new ways of thinking through her willingness to free her inner self, unveiling her love for history, monuments and books. In short, it's possible to find out her great passion for writing.
The wordmark designed for Crónicas de Utopia blends two sides of the author. It's possible to see the rigour and objective job of the journalist in the letters' design, carefully crafted and spaced. On the other hand, we can see the author rebellion and free spirit in some letters: the R and the A have their own personality with their swashes.
The DE ligature symbolizes the junction of several thoughts. Somehow, this feature is the starting point for the next idea inside the author's mind. In an early stage, and regarding the author’s passion for history, some research was made to add some historical touch to the logo. Above, the floor of the Palácio da Pena chapel (close-up) was used to find some inspiration.
The wordmark designed for Crónicas de Utopia blends two sides of the author. It's possible to see the rigour and objective job of the journalist in the letters' design, carefully crafted and spaced. On the other hand, we can see the author rebellion and free spirit in some letters: the R and the A have their own personality with their swashes.
The DE ligature symbolizes the junction of several thoughts. Somehow, this feature is the starting point for the next idea inside the author's mind. In an early stage, and regarding the author’s passion for history, some research was made to add some historical touch to the logo. Above, the floor of the Palácio da Pena chapel (close-up) was used to find some inspiration.
The custom type has soft serifs, high contrast stroke and its proportions allows to fit the name in an elegant and distinguished way. The swashes are delicate and the stroke flows in the space in a subtle way, ending with gentle terminals.
The letter O has a 16º stroke modulation in its letterform which is applied to other letters, adding contrast and rhythm to the logo. The number for the stroke modulation was not chosen by chance: 16 is the birth day of the author. Somehow it's an easter egg revelead. Can you spot others?
Taking in mind the exploratory paths of the author, the serifs work at different levels. The horizontals serifs are straight and abrupted, whereas the verticals have a slight curve, evoking a soft approach. In fact, this is an attempt to bind, at the same time, the author's unpredictable and opposite artistic flair in the logo design.
For different applications purposes it was necessary to create a two lines version of the logo, in which an usual R was designed without the long tail. The two lines version was optically adjusted to create a steady and balanced logo.
The Crónicas de Utopia wordmark is unique and full of meanings. That beautiful swash in the letter A points out that writing is an endless story but, at the same time, worthy of being read and discovered.
