I have been working on an identity for Chris’s new outing; Bearfight, an agency vehicle for his motion work. I wanted to work with a set of very strong, very basic geometries, to make the name a statement. Using a FontFont face called Typeface 6 I reduced each letterform down to its most minimal geometry and reworked the ‘A’, ‘F’ and ‘G’ to simplify them further. After a little work balancing the letters to give them more comfortable weights.
Blocked out type like this isn’t anything new, and has seen something of a renaissance recently, especially with phrases split over lines or words broken into syllables. I wanted to bring back the essence of the counters in the letters but using a device that was unique and fitted with the mood of the name. The solution was to crack the letters in line with their counters where possible. The first syllable uses one horizontal crack to allow a simpler, faster reading of the name.
Things are still in their infancy over there right now so anything could happen in the next few weeks, but i hope the logotype survives…
