Brand Design: Typography
My typography course had a project where I designed my own typeface, logo, and for a fake brand I developed. We studied brands and the type of brand archetypes. I was assigned a Caregiver archetype. The Caregiver focuses on nurturing and altruism. To display this, I used cool colors to exhibit the brand’s down-to-earth approachability. I decided to create a display typeface with curvy letters, to display the softness of my brand, rather than something more geometrical. To match, I chose a serif typeface with softer shapes as the “official brand typeface”. Since my brand was a bookstore, I incorporated a book within one of the logos. Lastly, I created an extra pattern element to add some personality for the poster.
