doberman

project overview

The Doberman is an embodiment of strength, proactivity, and loyalty. This is a set of identifying marks based on distinguishing features of the canine. The project investigates how values and philosophy can be brought into a brand’s identity through development of shape, color, and type.

project type

logo design

year

2024

software

adobe illustrator

client

(hypothetical)

process

The process starts with a large volume of sketches to identify the Doberman's most distinctive features. Sketches are refined and abstracted, then paired with typefaces selected for their weight and boldness. Each iteration tests how the word changes in feeling as form, scale, and type interact. This leads to a silhouette-driven combination mark.

The process starts with a large volume of sketches to identify the Doberman's most distinctive features. Sketches are refined and abstracted, then paired with typefaces selected for their weight and boldness. Each iteration tests how the word changes in feeling as form, scale, and type interact. This leads to a silhouette-driven combination mark.

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