The purest form of culture is often hidden from view of the elite and the binoculars of the wandering tourist. The places to be are in the dark crevices where most eyes can’t see. This is where New York comes alive.
This is the nucleus of Ordinary Chindo. Delivering undiscovered pieces of cultural treasures to the masses, whether it’s newly released music or a sneak peak into a bubbling fashion designers newest line.
It was my task to create the brand identity for Ordinary Chindo, a music and culture blog based in New York City. In creating the identity, the concept that was focused on was
the idea of “one man’s trash being another man’s treasure”. In that, the typeface, as well as the rectangle border around it, has a crumpled feel, almost as if the reader had stumbled upon a flyer that was carelessly discarded, but was meant for an exclusive event.
