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2018 Brand New Conference

Contributed by Stephen Coles on May 8th, 2019. Artwork published in .
    2018 Brand New Conference 1
    Source: https://www.underconsideration.com License: All Rights Reserved.

    Brand New Conference is a two-day event on the development of corporate and brand identity projects by some of today’s most active and influential practitioners from around the world.

    This year’s identity is based on a cliché but we liked where that cliché took us so we went with it: New York is a “Concrete Jungle”, ergo we are going to use concrete. This wasn’t conceived as a metaphor but as the literal, core ingredient through which we would standardize all the materials.

    One style that we thought we could expand on is the high-contrast sans serif with its calligraphic/chiseled structure. As a way to further channel the cacophony that New York can be we decided that instead of choosing just one font or type family we would use a bunch of high-contrast sans serifs together. We chose Chap (Black to be specific) from Schick Toikka as the primary font and we added Hoefler & Co.’s Peristyle, Typotheque’s Valter, Fatype’s Beausite, and Frere-Jones Type’s Bosca and Bosca Compressed — that are not yet available but we got to take out for a trial spin.

    2018 Brand New Conference 2
    Source: https://www.underconsideration.com License: All Rights Reserved.
    2018 Brand New Conference 3
    Source: https://www.underconsideration.com License: All Rights Reserved.
    2018 Brand New Conference 4
    Source: https://www.underconsideration.com License: All Rights Reserved.
    2018 Brand New Conference 5
    Source: https://www.underconsideration.com License: All Rights Reserved.
    2018 Brand New Conference 6
    Source: https://www.underconsideration.com License: All Rights Reserved.
    2018 Brand New Conference 7
    Source: https://www.underconsideration.com License: All Rights Reserved.
    2018 Brand New Conference 8
    Source: https://www.underconsideration.com License: All Rights Reserved.
    2018 Brand New Conference 9
    Source: https://www.underconsideration.com License: All Rights Reserved.
    2018 Brand New Conference 10
    Source: https://www.underconsideration.com License: All Rights Reserved.
    2018 Brand New Conference 11
    Source: https://www.underconsideration.com License: All Rights Reserved.

    Typefaces

    • Chap
    • Peristyle
    • Valter
    • Beausite
    • Bosca

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