David J. Archuleta

Design IndexInfo

Custom thematic logotype development

2021

This project was my effort to design a custom logotype from scratch. I’ve always appreciated letterforms and I wanted to attempt a royal and luscious typographic expression representative of my favorite modes of spa.

I had attempted to illustrate an all-caps font before this, and the biggest challenges have always been in getting an even distribution of stem width. With this project, I wanted to have a slightly varied stem width that is balanced by thick, regal serifs.

I figured that the most useful application for this logotype would be informational in nature. While I could see something like this being utilized by a brand, I chose to use it in simple presentations that were supplemented by information about sauna culture itself.

I also put together a short video as an experiment just to see how the logotype could function as a title card.

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