Picture Nike without fun, creative uses of its Swoosh logo everywhere we go. Or imagine Coca-Cola cans without the classic silky font and ribbon that's become their trademark. Sounds a bit strange, doesn't it? Don't be surprised. What's missing from this picture is iconography.
In an a world increasingly-dominated by icons, memes, and other things that visually stimulate us, the importance of iconography could likely go unnoticed. Iconography, or the images or symbols related to something, not only define the brands that we see everyday but how they make us feel.
For graphic designer Sara Marshall, an artful touch has been as important to helping re-imagine otherwise corporate brands as organic concepts with more of a natural touch. For her new series of visuals Brands By Hand, Marshall boldly experiments with known symbols and logos by altering only their fonts and keeping their color schemes intact. In doing this, Marshall creates pieces that give new meaning to otherwise common symbols of everyday life.
Most notably, Marshall's aesthetically-pleasing fonts have a "handwritten" look to them. This is noteworthy because in a world dominated by Photoshop-tailored artwork, something genuinely made to look as if it's done by hand is far from common. It's refreshing to see graphic designers take the time to have fun with their craft and breathe life into things we see all too often, and for some of us, may even become trite.
By using silky lettering on a Coca-Cola can, the classic American beverage looks like something that might be requested at a bar. The FedEx logo as done by Marshall looks like that of a floral service. Perhaps most tellingly, however, is Marshall's reworking of the Burger King logo. When done in a fancier script, the Burger King logo looks less like that of a fast food eatery and more like that of a five star restaurant. Seeing truly is believing.
For more of Sara's Marshall's visual work, check out http://itssaramarshall.com.