THE WORD33 Hierarchy using orientation
DEVIATION FROM THE STANDARD BASELINE introduces the impression of motion and imparts dynamism to type. However, there should always be a design rationale for simply tilting a baseline; this technique alone is not a substitute for good design.
ProjectEspresso mug set
Design DirectorSandro Franchini
DesignerSam Becker
ClientCrate and Barrel
There is a feeling of playfulness in the swooping letters on this series of coffee mugs, each which change size as well as orientation, creating a sensation of depth and motion.
ProjectFeature spread
Design DirectorAmy Rosenfeld
Art DirectorDouglas Adams
IllustratorJohn ...
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