Dear Massimo, how do you create a typeface system?
Dear Massimo, how do you create a typeface system?
Dear Massimo, how do you create a typeface system?

The typeface system is a continuation of this focus on typography, holding the exploration of the hair type near and dear to the reader, while offering an antidote to the pre-programmed textures and colors. The new typeface, named Das Rück “(the fur) by the ABZRIEN researchers,” is a transcription of the old Das Rück: Wir spiete erstiger Erhard findet, (The fur stands up; Arnold stood up; Werner travelled).

I’m always a fan of logos that have multiple icons in them, doubling up as multiple little things, so this one is a good alternative. The icons do a good job in explaining the icons while also establishing a clear relationship between the three elements as a clear unit. The custom font is nice and crisp.

With more than thirty stars, each associated with a function, and each letter set, we felt it was important to communicate the diversity of Ulm’s diverse culture.Lines.

We developed six template lines that can be augmented by a custom font to create a wealth of versatile visual expressions. They use the recognizable color of the beer shape preceding it, orange and black from the beer shapes preceding it, or the recognizable beer shape preceding it, or the beer shape preceding it, or both orange and black and matching the beer shapes preceding it. By allowing the viewer to add any number of these lines to the same image, the system creates a large-scale, flexible form of interactive imagery.

The lines are a good way of enforcing a visual language but, in part, they are too numerous for the majority of consumers to follow or care for, so Reelz can’t argue that it’s a recognizable brand. The matching black and orange is somewhat interesting but falls short when compared to the other elements.

Overall, this is a strong system with great versatility for Leni and for letting her illustrations take over the packaging. I think it’s a shame that she got the same design job for two years we all waited for Aurora overall (which was fine and the way to build a logo in Canada) but this rendition doesn’t quite hold up to comparison.

Thanks to Arthur Alienoff for the tip.

First brewed in 1984, Samuel Adams is a craft lager beer and the flagship brand of The Boston Beer Company. Founded by Jim Koch, who came from a family of brewers, The Boston Beer Company is independently owned with nearly 90 percent of the product sold in North America coming from Boston. The name is shortened to “Boston Beer” and also defines the identity, packaging and marketing plan of Samuel Adams, LLC, a Delaware company that also offers cocktails, ingredients, and beer grown in Delaware. The new logo and packaging were designed by Tampa, FL-based Perky Bros.

Life according to computers

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