Typographic Wordmark
Concept + Mad-lib Writing
Write a conceptual statement reflective of the publication and wordmark. Descriptive words are used along with statement to support the development of concept and direction.
Cadence sweeps you into the athletic art form of Synchronized swimming—a fluid, rhythmic sport blending together technique, tenacity, and precision.
Picking a Typeface
The wordmark is 80% typeface choice. It was important to explore multiple directions in order to pick one that thoroughly represented the essence of Cadence, but was in a position to be manipulated successfully.
Create a final word mark that represents publication identity and reflects concept development.
Artistic, Fluid, Athletic, Precise
Sketching
Sketches on tracing paper exploring ways to show artistry, athleticism, and the precise movements of synchronized swimmers.
Sochi 2014. Posture change of “c” and “e,” and strong, consistent weight throughout form. Straight strokes and crossbars. Curved aperture of “d.”
Cadence is still in progress with development of the entire publication. I would love to talk more about the continuation of this project and my process!
Final Typeface
Sochi 2014 — A typeface created for the 2014 Winter Olympics in Sochi, Russia. Typeface contains geometric attributes and feels athletic, fluid, and dynamic.
Digital Iterations
Explored more alterations of type to further concept.
Final Wordmark