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POETRY FOUNDATION
Brand Identity, Type DesignThe 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.
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![](https://freight.cargo.site/t/original/i/c4d5279072b5e954025a34ed6cbab4f9f37ef284a91429701efbeccf61c4a54f/poetry_deck-01.png)
![](https://freight.cargo.site/t/original/i/5a29e13c036d5be9753f93b332b47d817728e18e9ddfba22916c0e7155b0f5fb/poetry_deck-02.png)
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![](https://freight.cargo.site/t/original/i/e0aa2df9f233224f1515dd0d0edb65c54a625625147816cb3faec5e3433fd314/Poetry03.jpg)
![](https://freight.cargo.site/t/original/i/c1342f483653cf144a14a44e907351f603a6c455c85dadc49d246b8de2c4f513/5pack_billboards-mockups.jpg)
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![](https://freight.cargo.site/t/original/i/f4105cf8e1d513fef0084fb4c93c99dd1d2c7a2116c0e611a15711553f1457dd/id-card-dark.jpg)
![](https://freight.cargo.site/t/original/i/77dad05d3fb6303cc39d85a54c91b4757dc3829dbe96eaec02f7fdbb8d209f4e/Artboard-1.jpg)