When South African studio King James and the Punk creative agency came together to work on the latter’s new corporate identity, they decided to go right back to basics. The King James team realised that recognition is really determined by features which are the result of genetics, so they set about creating an identity that worked on the same principles. Punk then wrote a programme that took existing typefaces and “bred them” creating a set of new fonts that combined characteristics of their parents.
And so they’ve produced branding that is consistent in its inconsistency and in a further nice touch when you visit the website you can discover the genealogy of that day’s typeface. A lovely idea executed brilliantly; take a bow chaps!
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