Lettering / Logo design
Lettering / Logo design
Lettering / Logo design
Venus Areia
Venus Areia
Venus Areia
Overview
Esteven is a renowned drag show artist from Madrid. His main goal with us was to create a double-word logo that could function as a complete trademark while also allowing each word to stand on its own.
Brief. Approach
Venus and Areia were meant to have distinct personalities—Venus representing the drag
show aspect and Areia leaning more towards fashion design.
Venus needed to be more sensual and delicate,
while Areia had to have much more strength ande classic feel.
Venus and Areia were meant to have distinct personalities—Venus representing the drag show aspect
and Areia leaning more towards
fashion design.
Venus needed to be more sensual and delicate, while Areia had to have much more strength ande classic feel.
Venus and Areia were meant to have distinct personalities—Venus representing the drag show aspect and Areia leaning more towards fashion design.
Venus needed to be more sensual and delicate, while Areia had to have much more strength ande classic feel.
Process
Various sketches were presented. At first we were focusing too much in that difference in feeling.
As you can see above, those different personalities were very present in the first sketches. However, we felt something was missing in terms of cohesiveness.
Just in case, we tested it in a direct application over Esteven’s photos. We liked the result, but we wanted to take it further by exploring a unified version for both words and slightly shifting the brand’s scope
The first sketches captured both personalities, but something felt off in terms of cohesion.
We tested it on Esteven’s photos and liked the result, but we pushed further, unifying both words and refining the brand’s scope
Outcome
Final Outcome
Finally, after several iterations, we arrived at this result: a unified tone of voice for the entire lettering, since we agreed that the two words would almost always appear together.
The typography speaks to strength, classicism, and monumentalism. The more sensual or distinctive traits of each brand individually would instead be conveyed through the surrounding elements.
After iterations, we unified the tone for the lettering, as the two words would often appear together.
The typography evokes strength and monumentalism, while the unique traits of each brand are reflected in the surrounding elements.
