Typography is about precision and purpose. Its beauty lies in its usefulness and in its ability to work effortlessly at all scales. The most successful type is one that lends itself without question to the task in hand and here there are clear parallels with photography: both are used as a means to communicate an idea.
When tasked with creating an identity for our regular collaborator, photographer Andy Grimshaw, it seemed only right that we use letterforms in a highly visual way.
We opted for Humanist – a sleek, modern typeface that worked well in the uppercase form and had great standout, even in white. We then had it made in 3D: a physical logo for a still-life photographer.
When your job involves shooting objects for others, why not showcase your skills and shoot your own identity? The arrangement and use of lighting allowed Andy to be expressive and bring his craft into the heart of his identity.
The typeface makes for flexible branding and can be used in other forms, for example on the front of Andy’s studio as multi-layered frosting to create a striking entrance that shows the interplay of light and dark that are the tools of his trade.