A Brand For The World's Toughest Client



The toughest client in the world



Branding, Identity Design, Soul Searching, Print Design, Stategy, Web Design



As designers, our priorities, style, agenda and agency change. Especially when you are still situating your practice, which makes the neccessity of personal brand debatable. Can a symbol represent all? For myself, I have jumped from one logo to another over the years as I have never been satisfied with the outcomes and have naturally grown out of them. This project I challenged myself to develop an identity for my personal brand, with a strategy to create a brand that is extremely neutral, flexible and timeless. The identity was inspired by Scandinavian and Japanese aesthetics (muji) nothing yet everything and Dieter Rams design ethos, less but better.  I decided to use a monochromatic palette to represent myself, as I am truly a strong believer in a simple aesthetic lifetyle. The shifting in the letter F seen in the logo also represents my ever-changing landscape of practice and craft, but at the same time showing a very geometric and symmetrical shape that is minimalistic yet memorable. Each detail in the balance of the logo, typography and palette was carefully considered.

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