When is Lettering Repetitious?
Lettering is repetitious when you need to have a line of products look so similar in style, that you immediately read them as a line. Such was the case for this line of sodas, marketed under the Sam's Choice brand for Walmart. I did this work for Murray Brand in San Francisco.
Letterforms are a finicky lot. Some combinations of letters flow together as if from a dream. Other combinations are complete nightmares. The challenge of doing a line of logotypes is to make them all appear alike in essence, so that the consumer doesn't know that you struggled with some of the words. That's my problem to solve, not theirs to notice.
So, the next time you need several brands to be lettered in the same style, phone me at the John Burns Department of Redundancy Department.
Aloha,
John
808 333-5048
www.johnburnsworkbook.com
www.johnburnslettering.com
Handlettering
and Calligraphy
for Packaging,
Corporate Identity
and Promotion
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