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Wordmark

Tasked with finding a word for any animal and a typeface to represent that, I explored different descriptive words for alligators, and landed on the word 'sneaky.' Characterization through the typeface Bernhard Modern Standard and typographic modification resulted in the creation of a logo for a shoe brand.

TYPOGRAPHY

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I saw alligators as "sneaky" in the way that they are sly, calculated in every creeping inch along the water to catch prey. The low x-heights and contrastingly tall ascenders of Bernhard Modern reminded me of an alligator's eyes peering above the water line. Unlike other serif typefaces, Bernhard Modern contained near-straight slabs, with a certain boldness. There was also a sneakiness to the letter curves, where it looked as though curves of the serifs and tails could connect to the next letter.

PROCESS

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