POETRY FOUNDATION

Brand Identity, Type Design

The Poetry Foundation is an independent literary organization dedicated to promoting poetry. I crafted a new identity system with three variations of a custom typeface that connotes a sense of formation; its lack of "completeness" suggests the notions of coming into being, of the poetry process, and of interpretation by the reader. The occasional lack of conventional clarity of a single letter invites examination and interpretation of relationships. Once the new identity was established I developed a new logotype animation using this typeface as a foundation. The rebrand spanned both print and digital.