LETTERFORM
ARCHIVE
Typeface Design
Identity Re-Brand
Motion
Identity Re-Brand
Motion
Insight: The Letterform Archive, a California museum focused on typography, faced a challenge with its dull identity, failing to attract design enthusiasts and the wider public. The goal of this self-directed project was to create a dynamic identity centered around typography, infusing playfulness and energy.
Strategy: This was achieved by prioritizing typographic elements to embody the museum's motto, "Preserving Type, Forming Culture," and designing a custom typeface that symbolized the active role of typography in shaping culture, conveying the dual notion of forming type and influencing culture.
This typeface was designed to fit the needs of the organization.
