A branding project for Typo Lyon 2021, an international conference on typography and design hosted by ATypi (Association Typographique Internationale). The goal of this project was to design a logo for Typo Lyon using only black and white. From the logo, the students were assigned to create a typographic / visual identity system based on the logo.
The Typo Lyon logo extends the stems of the letters T and L. Using this technique, I created a system that horizontally extends the stems of every letter in the alphabet. The horizontal extension helps to create a strong movement throughout the whole identity which made continuous and unexpected patterns throughout the composition. This initial assignment was to create a typography conference logo, 3x6 feet poster, and badges. I decided to push this project even further by extending my idea through different media such as tickets, digital screens, bags, and stationaries. Adding motion to the alphabet stretch helped the typography to come alive in digital media.