SEGD Sydney—A custom letterform system and brand identity proposal for a Society for Experiential Graphic Design (SEGD) event at the Sydney Opera House in Australia.
Timeline
1 month
Role
Letterform Design, Brand Identity
For
SEGD
Sole Designer
THE TYPEFACE
After studying the architecture of the sails of the Opera House and how they reflect Sydney’s connection to the water, this typeface reflects that shape language through the arches of both the forms it is built of, and the negative space the letters leave behind.
THE BRAND IDENTITY
A corresponding brand system that combines punchy color with lines full of movement reminiscent of the Opera House's tiles, taking typeface elements and giving them new meaning.
PROCESS
Initial physical prototypes and sketches celebrate fluidity and the intricate lines found on the façade of the building.
