It was an honor to collaborate with @tinywins to refresh the @shift.cannabis script word mark. Swipe for process 👉 Seemingly minute details can make or break a brand mark. The capital S in “Shift” plays a major role in setting the tone for the symbol. The original S felt forced and unnatural, so the goal was to create a much more fluid stroke. Another element we explored is the connection between the ‘f’ and ‘t’. The original type didn’t utilize a ligature between the two letters, so we worked on a few variations to give this connection a smoother flow. “The details are not the details, they make the design” - Charles Eames
It’s been a crazy couple of months! Finally settling down enough for me post some new work and some of our adventures. This is a sketch from a wordmark refresh project I did in collaboration with @tinywins. More coming soon!
One month out @jmadden36