Growing Typography

  • Justice Southwell

The aim of this brief was to deeply interrogate a chosen brand and develop a new wordmark to expose the negative findings. This brief employed Karl Gerstner’s principle of iterative process which was essentially what led to the creation of the final wordmark. The process in itself was the main outcome of the project for me and I wanted to celebrate this, so I chose to turn my experiments into a publication. The book highlights the development of the new wordmark whilst using materials which reflect transparency, including acetate and tracing paper, with the story of L’Oréal’s dark history being illustrated alongside the typographic development of the wordmark.