The Brand Identity

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MarcalFont_1 MarcalFont_3 MarcalFont_2 MarcalFont_4 MarcalFont_5

Forma references the camera dial for product photographer Marçal Font’s understated identity

Marçal Font is a product photographer based on the outskirts of Barcelona. He works predominantly in the food and drinks industry, shooting for brands such as Bertolli and Eristoff Vodka. Having worked with nearby studio Forma on many of their portfolio shoots, he commissioned them to redesign his visual identity and website.

Aware of Font’s obsession for details and highly-technical knowledge, the studio focused on the shared ‘M’ in his first name and the ‘Manual’ mode found on his camera’s dial. The resulting identity system is beautifully simple, in which the concept is immediate through the circular logo.

The accompanying typography is set in Fatype’s Beausite Classic, which Forma’s Josep Duran describes as the studio’s “first option when trying to not over-design something”. Speaking about the colour palette, he explains that “the white on black choice was obvious as a close reference to the camera”, while “the grey and brown-ish are just complementary colours chosen to give some warmth to the applications”.

Typeface: Beausite Classic by Fatype

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