The goal for this project was to create a brand mark for a loosely branded printmaking show that would become a memorable yet simple design to create a new branding identity with for a complete rebrand of the event.

The process of building my letter mark started with a simple sans-serif F. Thinking about the anatomy of the f and how it could be deconstructed. Through the process of experimenting with different variations of F’s that included variations in color that represent a simulated folding of paper effect that I really enjoyed. Through the whole process i experimented with FL just as much since i saw balance in the rotated form that the F and L share. I decided to include the L in my final design and a hairline font saying “FLATSTOCK” underneath really completed the mark

The logo is successful because it is simple. The contrast between the heavy letterform and hairline type creates a beautiful mark that creates a premium feel. This could have many positive effects in any brand.