Proprietary
Typographic
Designs
Four months ago, I unveiled my Secret deodorant brand redesign. And here I am again, in the same product category. I guess lightning can strike twice.
Ciulla Associates in Chicago was asked to update the packaging for Soft & Dri deodorant to appeal to "today's woman". They asked me to produce a feminine, proprietary, typographic brand (no scripts). They said the words should be on two lines to maximize the impact of the brand on the product.
When I design typographic brands, I start with preliminary sketches, then use fonts that come closest to my sketches. I then modify those fonts, adding or subtracting weight, serifs and other details, to make the brands unique. For these studies, I've designed custom ampersands, initial caps, overlapping ligatures, and in the bottom example, completely custom letterforms.
After this round of studies, Ciulla used the letterforms of the top design, and added a different ampersand. So, I got them most of the way home.
Let me know how I can help you move forward on your next design.
Aloha,
John
808 333-5048
burns@sonic.net
Handlettering
and Calligraphy
for Packaging,
Corporate Identity
and Promotion
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