Project Description

Brand Identity

When I was about 12 years old, a cousin of mine gave me a book containing fonts. It wasn’t a book about fonts, it was a book of fonts. The kind that a pre-computer art director might have on his desk as a reference while working on a project. I kept that book for a long time and was fascinated by how the shapes of letters could tell a story and make you feel something. Almost every product has a brand of one form or another attached to it and that brand needs to look like something.

It needs to tell a story. It needs an identity. Maybe it was having that font book around as a teenager. Maybe it was my 8-year art school education. Maybe it was being immersed in American pop culture. I have always had a feel for choosing a font and combining it with some form of graphic design to tell a story. In the examples below, some were done for my companies, some were done for clients. Many use the “negative” space as part of the design. All of them tell a story of the brand they represent.

Brand Identity

When I was about 12 years old, a cousin of mine gave me a book containing fonts. It wasn’t a book about fonts, it was a book of fonts. The kind that a pre-computer art director might have on his desk as a reference while working on a project. I kept that book for a long time and was fascinated by how the shapes of letters could tell a story and make you feel something. Almost every product has a brand of one form or another attached to it and that brand needs to look like something.

It needs to tell a story. It needs an identity. Maybe it was having that font book around as a teenager. Maybe it was my 8-year art school education. Maybe it was being immersed in American pop culture. I have always had a feel for choosing a font and combining it with some form of graphic design to tell a story. In the examples below, some were done for my companies, some were done for clients. Many use the “negative” space as part of the design. All of them tell a story of the brand they represent.