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:format(webp)/99designs-contests-attachments/94/94231/attachment_94231241 "The client — Jazz pianist and vocalist Neeki Bey — contacted me to work with him directly. Running with intuition, the mark I arrived to aims to convey the spirit and feeling of music. Harmony, sensibility, soul. Folds, peaks and lulls, the line art is matched carefully with a subtle mid-contrast typeface. The events Ikeen produces are centred around highly talented musicians, so I wanted to lean towards classic, but remain contemporary and approachable. The company is also branching out into events production in general. While the mark is intended to evoke the flow of music, it is oblique enough to serve its purpose relative to a wide range of events.")
:format(webp)/99designs-contests-attachments/96/96671/attachment_96671448 "A mythical bird emerging from the sacred.
Anthology Cannabis is a lifestyle brand that aims integrate and legitimize Cannabis as a medicine in our current cultural narrative.
The client is interested in sacred symbology, and sought a mark that \"awakens the infinite world we inhabit and the cycles of nature\" and \"strikes a deep subconscious cord.\"")
:format(webp)/http://s3.amazonaws.com/projects-files/35/3558/355828/4c4d12f2-5c64-4ec7-babf-8416eedcea38.jpg "Visary Capital is a tech-focused venture capital fund. \"Visary\" is shorthand for vision — to see forward. The mark is a combination of an abstract, geometrical V, and a watchful eye. Clean, modern and unique.")
:format(webp)/99designs-contests-attachments/93/93910/attachment_93910366 "This company makes watches for women — mostly wood-based designs. The client sought a minimalist mark. The Argo was the ship on which Jason sailed in search of the golden fleece. Here a circle represents the world, and a flat line the littoral of the ocean, on which Jason set out. In the centre is a gentle apex, meant to echo an A, while remaining feminine overall.")
:format(webp)/99designs-contests-attachments/88/88530/attachment_88530203 "The client used AMA as initials for many years and reversed this to AWA, which in turn suggested Awake as a business name. The client is code-oriented (a developer and architect mainly in java) and is establishing an IT consultancy in that field. The mark — abstract and stylised — purposely echoes W and M within the form of a bat, tying the logo to the personal journey of the client. The bat is awake when others sleep, so is an appropriate and distinctive icon for this business that emphasises forward looking IT strategies.")
:format(webp)/99designs-contests-attachments/94/94296/attachment_94296956 "REZO stands for \"Recognizing Zero\" — a core principle and problem within algebraic mathematics. It is the name adopted by a convention for 3D graphics, film, games and visual effects; a place where art meets science, and where \"the young come to discover themselves, and the more experienced come to recreate themselves.\"
The client in this instance was struck by this pre-existing design, which is a geometrical eye, and approached me to work directly. I'm delighted this design — one of my personal favorites — has found such an audience.")
:format(webp)/http://s3.amazonaws.com/projects-files/70/7033/703379/f5d9f88a-a514-4795-ad14-9e411e2add5b.jpg "Audiophile Music Group is the umbrella company of a number of electronic record labels, working with over 500 international artists on over 1,000 music releases in the past six years. Audiophile's releases have amassed over 400 million plays across streaming platforms, and have been featured by some of the top radio stations and music publications in the world.
The client in this instance wanted to update an existing logo. They had a solid idea of what they needed, but we also explored other directions. I ventured into 3D modeling and advanced techniques in geometric triangulation, first developed by mathematician Boris Delaunay in 1934. What emerged were some interesting art pieces, but to translate this to a workable logomark took a significant degree of simplification.
We settled on this cubist-futuristic head, part organic, part machinic. We paired this with a clean, extended sans serif font, to add gravity and maturity.")
:format(webp)/99designs-contests-attachments/96/96718/attachment_96718328 "ATOM sells electrotherapeutic modalities and services. The main client base is people in pain, and practitioners who are genuinely interested in helping others out of pain.
ATOM uses the foundational material (electricity) that we are comprised of to bring healing at an exponential rate.
For the client I constructed a dimensional mark that aims to represent movement with an atom. The flowing lines intersect and cross over one another, drawing the viewer when seen in detail, while from a distance the mark remains obvious.")
:format(webp)/99designs-contests-attachments/93/93067/attachment_93067521 "Alethea in Ancient Greece concerned disclosure: a coming into appearance; an unfolding within oblivion. As though something had been conceded in an eternal game of truth and knowledge, with disclosure new questions open. In knowledge, we advance, and mystery plays its next hand.
The Owl of Minerva — symbol of the keeper of knowledge — was a natural reference. I wanted to evoke the owl and focus on the eye, abstracting core characteristics without an intent that these be anatomically proportionate. Focus on the eye reinforces what Alethea — the company — does: deep level data analysis in the medical field, discerning patterns and revealing new questions.
The mark itself is unusual. I intended that it be seen as an eye looking right. But depending on where you focus (bottom right or top left of the pupil), it can also be seen as looking directly at the viewer. In its negative, the mark is incorporated into a triangle, reinforcing the relation to knowledge and echoing an A.")
:format(webp)/99designs-contests-attachments/83/83023/attachment_83023481 "The client is building a car sharing platform for higher end business-level travel. They needed a flexible mark that could work equally well in a number of different contexts, from print and advertising to mobile applications. I created a pedal with nine spaced dots, minus one. The dots represent grip pads typical to the pedal of a high-end vehicle, while removing one leaves a P as a recognisable icon particular to the business name. For mobile application use, I add a page turn at the lower right corner, to signify paging through, or choice. The dots without that frame, meanwhile, make for great collateral for advertising. The icon is paired with a custom wordmark, balanced, clean and distinctive on its own.")
:format(webp)/http://s3.amazonaws.com/projects-files/70/7033/703379/488e2c7e-a899-40d6-9fa4-84e68a0be72c.gif "Along the way of designing the logomark, and to help spur my imagination, I created for Audiophile a number of generative/glitch art video pieces, of which this is one.")
:format(webp)/99designs-contests-attachments/87/87932/attachment_87932555 "The book is a prose collection looking back on the early years of the author in Vietnam, from which she took flight among the \"boat people\" of the 1970s era. Earlier I took another direction, but in the process — particularly after learning more about the author’s difficult life — this vision emerged. A personal response, and initially a bird alone, I added an ocean littoral to reinforce the relevance to the author’s lived experience. I wanted the image to evoke transformation and survival as much as displacement and loss. The bird is custom-made.
My second book contest.")
:format(webp)/http://s3.amazonaws.com/projects-files/44/4490/449076/a243092e-58f8-40ac-aa7c-53f8ffbec2f1.jpg "Business cards should seduce. They help transactions to be made. A card that puts a ceiling on their level is not an asset but a liability. My main goal was a card that could be put in the hand of any level of investor.
Visary Capital spans two constituencies: tech-oriented startups in the blockchain sphere, and investors in the traditional finance and assets spheres.
In terms of the design, I created artwork that could be textured into the card using emboss/deboss pairing. A block of lines constitute a landscape. An intense vibration represents what blockchain technology is: a geological event, a disruption, and a zone interference that is breaking down traditional models and understandings.
The text is matte silver hot foil, with the brand color in screen print.
Not the least expensive print process, but business cards are an investment. It doesn't take long for a well-crafted card and high-end print to pay for itself.")
:format(webp)/99designs-contests-attachments/94/94279/attachment_94279235 "Two ways to interpret the mark: a slight oval (zero) scored out, taking the aspect of an astronomical body; an astronomical body that is empty in its centre (zero), inviting passage through and beyond. Both interpretations echo one meaning of \"zero limits\": expanse into the uncharted territory of the infinite.")
:format(webp)/99designs-contests-attachments/84/84946/attachment_84946499 "The client is a leading investment realtor focused on sales and marketing of international residential developments to Asian high net-worth individuals for investment purposes. I created a dual-meaning icon: the top layer of a fort, isometrically constructed, that doubles as a crown, to represent and reinforce Estate and King respectively. The mark is paired with an elegant serif, and can also be deployed as a pattern for use in brand collaterals.")
:format(webp)/99designs-contests-attachments/114/114484/attachment_114484701 "CAYN is a DJ and techno producer focused on dark and gritty sound. His name derives from the Biblical figure Cain.
I was attracted by the scale of Cain's significance; the responsibility for earthly evil placed at his feet.
The first son of Eve, Cain murdered his brother Abel with a stone in an act of envy. Condemned by God, he lived as a wanderer for seven centuries before the stone house he built collapsed on his head. Some mystical schools posit that Eve bore Cain from Satan.
Consigned to Hell, Cain instructs the legion of demons. He continues to haunt our primordial imaginaries as the bridge between Hell and man.
I first created the wordmark. Derived from that, I started to play with the letters. After limited success, a demon emerged. I stopped work.
Futuristic and foreboding, this icon, with horns and a peculiar gait, is the lynchpin around which CAYN can build an aesthetic landscape that can stand alongside any artistic brand in his field.")
:format(webp)/99designs-contests-attachments/134/134179/attachment_134179191 "ELIX Derivatives is an equity options brokerage with a global high net worth client base. The company was looking for an abstract, sophisticated and modern mark, with futuristic and feminine qualities, that would evoke the core of their business model, which is connecting people in pursuit of their goals. The mark speaks to molecules forming, while echoing - without stating by fully forming - an E for ELIX. The mark is paired with a custom wordmark with a futuristic feel, but not overt, so it isn't reducible to a certain style only.")
:format(webp)/http://s3.amazonaws.com/projects-files/43/4376/437600/ef363bac-67b7-49e0-8217-e6170deba813.jpg "Oceano is a music festival to be held at Pismo State Beach in California in October. The client in this instance had a precise idea of what they wanted as a mark (a simple arrangement of lines with a ridge), and we developed from this the core aesthetics of the festival in posters and social media imagery. The posters revolve around a custom graphic in the same circular aspect of the mark, representing frequency and vibrance.")
:format(webp)/99designs-contests-attachments/100/100531/attachment_100531334 "Young Nation offers tailored services to high-value businesses in the areas of strategy, investment, private equity, intelligence, finance, business law, and executive advisory.
The client in this instance contacted me to purchase an unsold design created for a quite different project.
Occasionally it happens that a mark one creates consciously for one project actually fits another even better, and I love when such accidents happen.
A certain amount of dissonance enters, and can be creative in and of itself.
I'm delighted that this mark has found an exciting new home.")
:format(webp)/99designs-contests-attachments/114/114435/attachment_114435465 "Cherry Tree is a real estate investment company targeting institutional investors, banks, pension funds and high net worth individuals.
My approach here is \"the least design possible.\" Literally, cherry plus tree, and the barest bones of each.
With the mark in place, I then focused on its context, the typography, and decided on a Bauhaus/Swiss International Style approach, to add youthful verve in an often staid business field.
Sometimes a more traditional all caps sans serif really works. But I also recognise the penetrative effectiveness of other approaches.
Eminently legible, clear, and clean, this lower case approach pairs nicely with the mark, creating both a foundation and space for developing the brand.")
:format(webp)/99designs-contests-attachments/145/145350/attachment_145350306 "Alpha Athletic Development is a sports performance and fitness company located near Atlanta, GA. It targets athletes and active adults who strive to better themselves physically and mentally. The client sought a bold and energetic mark; a wolf, minimalist in style, with a determined, focused look. Having considered various isometric designs, we settled on this design, where the wolf is reduced down to its very essence.")
:format(webp)/http://s3.amazonaws.com/projects-files/37/3799/379968/ecc21826-0e55-4d33-afb2-f6beffd121ee.jpg "Adham Zidan is a sound engineer and member of The Invisible Hands, founded by Alan Bishop (Alvarius B, Sun City Girls) in Cairo in 2011. Adham works widely as a studio and live producer, mixer and musician. He was looking for a monogrammatic mark to use across different media. The mark I created uses the natural geometry of the letters A and Z, in a contemporary and clean style with dimensionality. Flattening the top of the pyramid allows the mark to have an esoteric feel, similar to pyramids found throughout Mesoamerica and Asia, and not simply Egypt.")
:format(webp)/99designs-contests-attachments/93/93970/attachment_93970860 "IONA is the Latinised word for Jonah, the Biblical prophet. The client makes jewelry, which means the mark has to be clean and simple, to work as a metal stamp.
Taking the story of Jonah as inspiration, I created a simple fish design, encompassed within a circle. The downward direction of the fish echoes Jonah's leap of faith into the ocean amid the storm he encounters on his way to Tarshish, while the addition of a cutaway shadow allows the fish to also function as an eye, to give a mythical feel and to represent the omnipresence of God.
Mysterious and slightly foreboding, I like the tension between first sight and first feeling and what follows, when it becomes apparent what the mark is: a fish — one of the most harmless of all creatures
The typography is customised to add a curve to the bar of the A, to reinforce reference to the ocean — the backdrop and site of the drama of the Book of Jonah.")
:format(webp)/99designs-contests-attachments/97/97684/attachment_97684815 "In theoretical astrophysics, Strings take on Planck length: the smallest possible length value before all mathematics breaks down. Theorists like Leonard Susskind describe what lies there — Calabi-Yau manifolds in fluid states — as a dense landscape of frequencies. Between Strings and the atom lies the quantum field. If we understand the ascent upwards on the Planck scale as moving from the fluid to the structured, the quantum field represents a middle ground between matter as we understand it and pure energy, which perhaps best describes Strings. Here I imagine the quantum field as a lattice or grid: lines of force that overlap and combine in a dense arrangement. Not yet matter in its own right. But more structured than pure energy.")
:format(webp)/99designs-contests-attachments/101/101393/attachment_101393299 "Metaphysics is a sports-focused company that goes beyond standard psychology and training programs. It challenges coaches and athletes to depart from a daily physical grind, promoting freedom, spontaneity, and preparation to take risks.
Promoting honor, other athletes are not competitors, but enablers in an environment of mutual growth.
The client sought a mark that would speak to the past and the future: from what we were, to who we are becoming.
I started to think about arrows. I recalled the Persian legend of Arash: the archer who died releasing an arrow that would set the border between Iran and Turan after 60 years of war. The arrow traveled from Mt Damavand for 2,000 kilometres.
He put everything into that moment.
After exploring a number of ways to depict Arash, we came back to a much more abstract concept. An arrowhead pointed up, but also a path, a pyramid, an enigma.
Limits to be determined. A metaphysical question mark.")
:format(webp)/99designs-contests-attachments/78/78759/attachment_78759607 "The client was looking for a luxurious, high end mark that would relevant to his location in Finland. I created a composite abstract letter form (A) that would also invoke \"mountain.\" The typeface is customised to get a clean balance between the traditional and the modern — in effect, a custom semi-serif. The outcome is a refined, memorable and slightly edgy mark that speaks of elegance, high value, precision, and expanse.")
:format(webp)/99designs-contests-attachments/87/87642/attachment_87642434 "The novel centres on a group of ex-Marines who on a search and rescue mission come face to face with an unpredented enemy — an entity that represents, in the author's words, \"ultimate terror.” The struggle for survival they must engage pits not only their fate but the future of humanity in the balance.
I wanted to imagine what original terror might look like, in frequency if not in form. Ostensibly a head or a mask, rendered as a lattice or a cage, I intended in this custom illustration to create a sense of impending dread, more than to represent something physically defined as such. I wanted to leave open whether the entity at the centre of the book is an organic being, a metaphysical entity, or a non-organic force or assemblage. Of this world, of another world, or of all possible worlds?
Within the mask — if that is what it is — in the lower half appears a woeful human head or face, caged within the unthinkable.
This is my first book cover contest on 99designs.")
:format(webp)/http://s3.amazonaws.com/projects-files/42/4239/423916/3c65d976-3aaa-40b4-8050-231e3afe02de.jpg "Visary Capital is an investment fund focused on emerging technologies that spur and represent shifts in the basis of societal organization.
Visary needed a minimalist, efficient and professional one-page site, designed to showcase its partners and clients.
The site is designed and developed directly in Wordpress. It features a tilt image header, a fully responsive design with a focus on mobile legibility, and sharp and crisp imagery.
Live site: http://visary.capital")
:format(webp)/99designs-contests-attachments/82/82134/attachment_82134075 "\"Abandon all hope ye who enter here.\" Hellfire clubs were the name for a number of exclusive establishments for high society rakes — rumoured to be meeting places for \"persons of quality\" who wished to take part in socially perceived immoral acts — in Britain in the 18th century. Neither the activities nor membership of the club were easy to ascertain, but the clubs were rumoured to have ties to the elite Order of the Second Circle. This new bar and restaurant is adopting this theme. I create a wordmark in the style of celestial writing, associated with the esoteric and occult. This is complemented by a strong animalistic icon, somewhere between a mask and a persona. I wanted the mark to have a feeling of foreboding, and reflect liberty, power and anonymity.")
:format(webp)/http://s3.amazonaws.com/projects-files/42/4225/422575/7d24906a-fcbb-46b6-bec6-6c93e4b2ae6b.jpg "Foster is a high-end and luxury brand of CBD (Cannabidiol) positioned as a lifestyle supplement. The company is located in the Pacific Northwest of the United States. The company specifically wanted to depart from obvious associations with marijuana. As their location is known for its forests, we picked up on the pine tree as a reference point.
Having explored a number of ways of representing pine trees in minimalist style, we settled on this design. A subtle use of shadowing gives the mark dimension and dynamism as the horizontal wraps around the vertical. The pine is combined with a clean and refined sans serif, conveying quality and calm simplicity.")
:format(webp)/http://s3.amazonaws.com/projects-files/39/3908/390840/c07598a0-01e2-48a5-88f9-cc2ca32035bb.jpg "This project was to develop a live and working site for Chrome, a Cairo-based project and construction management company. The design is mostly developed in-browser. I also worked with the client to develop the textual content, and in the capacity of art direction for images and overall UI/UX. The site is built under the Wordpress framework with firm eye to ease of client use and scalability. It is fully responsive. As to the design, the goal was to retain a clean and minimalist feel, while adding edge and distinctiveness in the imagery.
Live site: http://managedbychrome.com
Logomark design: Sarah Mossallam")
:format(webp)/http://s3.amazonaws.com/projects-files/37/3799/379968/ec880e7d-66fb-48b5-ad42-65ca874fb536.jpg "A simple, minimalist A/Z monogram that conveys a feeling. Agitation Zone is a startup all-purpose design agency, engaged in brand development, graphic design, web development and other media-based services.")
:format(webp)/http://s3.amazonaws.com/projects-files/58/5810/581012/4dd570f4-3cb1-4955-aaeb-7faf5a423b46.jpg "This project was a follow up to a logomark I designed for Belmont Carrera, a wholesale auto dealer and engine building service provider for Porsche cars.
I knew that I wanted the card to remain minimalist. But in the exploration this circular pattern formed, echoing the Bauhaus and what would branch off into Swiss design in general. This gives a nod to the origins of Porsche design, and some of the parallel threads in the history of graphic modernism that help contextualise its depth and timelessness.
The circular design takes advantage of differential line weighting, to give the sheen of a metallic form, even though the design is simple to print, in being pure white on Merlot Red paper stock.")
:format(webp)/http://s3.amazonaws.com/projects-files/37/3799/379968/eca87014-2888-46b1-a6a1-b2dfd5d05dba.gif "A human figure rendered in line art, underlining the mark and having a forward-facing, technological feel to the brand.")
:format(webp)/99designs-contests-attachments/92/92730/attachment_92730544 "VOIDE offers quality boxer shorts and loungewear absent the high cost of named brands (Armani, Calvin Klein, etc). With a future-facing design orientation, based on functional minimalism, VOIDE seeks to depart from cliched luxury brands.
In this logomark, on the one hand I insist on clean legibility of the brand name. No embellishment — direct and clear. The graphical mark is as simple as it can be. A triangle to echo V, and an empty circle to echo void. Primary shapes, with a hint of the esoteric.")
:format(webp)/99designs-contests-attachments/139/139752/attachment_139752339 "Enov, by INOVEC, is a brand of lighting dimmers, keypads and automation for advanced lighting application.
Simple enough, the icon is a spiral of light.")
:format(webp)/http://s3.amazonaws.com/projects-files/75/7504/750485/5e0aa71c-e966-441d-8b5d-8fb41cf35f0f.gif "I like playing with motion and glitch art. This is an animation I created concurrently with designing the mark. I was imagining light emerging along the edge of the world. A new dawn. Appropriate for the futuristic outlook of the cryptocurrency domain.")
:format(webp)/http://s3.amazonaws.com/projects-files/61/6184/618442/af612a0a-57fb-41fe-a59b-af29dbefa331.jpg "General Tool Company (GTC) is an aerospace and defence industry engineering firm based in Cincinnati, Ohio.
Rebrands are not only an invitation to be bold; oftentimes they are an injunction to be so. Problems with GTC's existing lettermark had to be addressed, but more than that, I wanted to elevate the company and reach towards the iconic.
Submarines, ships and planes: military application air and sea vehicles. These are among the outputs GTC supplies systems and components for. I wanted a mark that could convey both, but be tied to neither. The mark should be organic and free flowing. This is a rebirth.
I arrived to this simple and distinctive mark. It speaks to flight, yet is ambiguous. Most importantly, it conveys an emotional frequency. It is serious, yet dynamic and evocative.
One of a number of directions explored, the client seized on it immediately. We did a lot of work subsequently to flesh out the brand ecology. I'm looking forward to seeing this mark out in the wild.")
:format(webp)/http://s3.amazonaws.com/projects-files/44/4498/449861/266d27e9-2bde-459f-b6c7-a1a806584312.jpg "This project was a follow-up to a logo design project for Foster, a high-end and luxury brand of CBD (Cannabidiol) positioned as a lifestyle supplement.
The company is located in the Pacific Northwest of the United States.
The main work here was trying to optimise layouts in very small spaces. How to balance the trade off between legibility and elegance.
A custom graphic was added to echo a forest, from which the name Foster is derived.")
:format(webp)/99designs-contests-attachments/83/83338/attachment_83338774 "As a designer, I'm deeply fascinated by the abstract. By symbolism. By the iconic. I like to create evocative marks that spur thought. Here in this mark I aim to bridge two worlds: the foundation of Christianity (the resurrection of Christ) and our contemporary moment, in a dynamic, fast-paced world. I construct an icon of a double cross that appears to be in forward movement. The double cross is also to hint towards community, or sisterhood and brotherhood. The design uses a contemporary style of subtle and sharp cut shadows, to give dimensionality and an air of mystery. Overall, I wanted to convey supreme elegance, with an element of edginess that would appeal to a contemporary youth audience, while also traditional. A forward movement on solid foundations. The double cross also reinforces St. Teresa, in constituting a “T,\" giving a particular anchor to a traditional icon of the Catholic Church. A bold and confident mark.")
:format(webp)/http://s3.amazonaws.com/projects-files/45/4577/457712/e4a7b77b-aa93-41cc-8112-4a793595b5ab.jpg "Skyrym is a technology-centred cybersecurity start-up that came with an existing mark and sought a premium and sophisticated business card.
After amending the mark for greater geometrical integrity, we explored a number of business design concepts, the client settling on this one.
Evocative of a landscape of flows, like ripples in a data stream, the design gives a luxurious feel in an otherwise more basic business field.")
:format(webp)/99designs-contests-attachments/87/87662/attachment_87662905 "Mantis is software for a cryptocurrency/blockchain (bitcoin) project. I created a mantis in line art style with a dimensional shadow, that secondarily takes the shape of an abstracted M. Clean, contemporary and memorable.")
:format(webp)/http://s3.amazonaws.com/projects-files/87/8770/877051/10ad3ecf-4830-4f66-80bb-e56e383e9ae4.jpg "ISSANN is a US electronic music artist participating in the emergence of \"wave\" music. The client came to me for a new logomark and cover art based on a mix of futurism and echoes of cyberpunk.
Regarding the logo, I chose to dispense with a separate mark and retain only a wordmark, taking the bold step of splitting the artist's name. Two small interventions on the Ns are enough to point to the future. The framing within an outline square establishes the wordmark as a clear logomark.
On the cover art, the client was looking to explore female forms. I created a female figure in geometric triangulation, based on a custom 3D model. In the background, as a counterpoint, are abstract waves, also geometrically triangulated. Departing from the dominant color aesthetic of the scene within which the artist works (mostly blue, purple and pink), I employ an orange, yellow and burnt brown aesthetic, pointing to multiple futures instead of the stereotypical generic.")
:format(webp)/http://s3.amazonaws.com/projects-files/87/8770/877051/e2ac1e45-6ff4-43b3-b08f-62194fd12261.gif "ISSANN is a US electronic music artist. By his own words, he often contemplates a future where humans are integrated with technology. To represent this transformation I created a glitch art video segment based on line art I created alongside a new wordmark. I'm imagining the emergence of a new machinic form of sentient life.")
:format(webp)/99designs-contests-attachments/134/134180/attachment_134180766 "Dacopa is an app that will soon be launched in Brazil, thereafter internationally, providing news and coverage of the 2022 FIFA World Cup.
The client was looking for a minimalist, easy-to-understand app icon - something bold, smart and accessible.
Reminded of the pictograms of Otl Aicher (1922-1991), design director for the Munich 1972 games, I wanted to try to reach an economy in the use of design where it almost appears there is no design at all.
This mark emerged, based on the most primary shapes, and tied together with a single shadow.
We then honed in on a classic neo-grotesque typeface to round out a contemporary design that gives a nod to the masters of Swiss and German modernism.
http://dacopa.com")
:format(webp)/http://s3.amazonaws.com/projects-files/61/6179/617990/c98eb03a-d618-4a3b-ad92-39ca96371b5a.jpg "General Tool Company (GTC) is an aerospace and defence industry engineering firm based in Cincinnati, Ohio.
The mark is something the company decided on quickly, but the brand book took time, and we're both happy it did. You don't know a mark until you've worked with it enough. Sometimes primary choices, like typography and color, are slow to resolve. With each iteration we were getting closer, and the pieces of the jigsaw were falling into place.
GTC is rebranding after several decades. It's a big move for the company, and the goal is to set the firm more clearly on the national and international landscape.
Sober, professional and compelling, and topping out at 50 pages, the brand book arrived to do exactly what it should do: frame the evolution of the brand, and lay guidelines for its deployment and development.")
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