Claire Allison
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Femme type

Client: Femme Type

I was asked by Femme Type to create a mark for their membership program, Femme Type Associates. Femme Type is a platform under the media company TYPE01 with the purpose of celebrating creatives who identify as women in the type industry. With this mark, it was important to me to capture Femme Type’s very distinct visual tone and feel. The platform celebrates typography work from digital typefaces to hand lettering and everything in between, so I wanted to bring that spectrum into this mark as well.

Initial typeface exploration

Initial typeface exploration

First round of rough sketches

First round of rough sketches

 

Process

The sketches for this project multiplied quickly, as there seemed to be endless possibilities pairing slightly different hand lettered styles with several different digital typefaces. The client provided a color palette that should be used, but even within that palette, the application possibilities seemed endless. After narrowing down and presenting sketches, the client chose one direction, and we moved into the most time consuming step in a hand lettered project - vectorizing.

 
 
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The vectorization process of the hand drawn type was important with this project because it would be living right next to a highly polished digital typeface. The hand drawn type needed to have the same level of consistency, polish, and attention to detail as the digital typeface in order for the mark to look cohesive as a whole.

 

The final product

 
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