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Harry Bennett
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how by why opt for ‘Medieval Modernism’ in their identity for Australian photography duo Bas&Chris


how by why opt for ‘Medieval Modernism’ in their identity for Australian photography duo Bas&Chris
how by why opt for ‘Medieval Modernism’ in their identity for Australian photography duo Bas&Chris
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by The Brand Identity
Lorem ipsum caption by The Brand Identity
how by why opt for ‘Medieval Modernism’ in their identity for Australian photography duo Bas&Chris
how by why opt for ‘Medieval Modernism’ in their identity for Australian photography duo Bas&Chris
how by why opt for ‘Medieval Modernism’ in their identity for Australian photography duo Bas&Chris
how by why opt for ‘Medieval Modernism’ in their identity for Australian photography duo Bas&Chris

Sydney-based design studio how by why have developed the identity for award-winning Australian photography duo Bas&Chris, uniting their professional collaboration under the tagline ‘We Collide.’

Conveying this combination with the concept ‘Medieval Modernism,’ the subsequent identity demonstrates these two perspectives through a mixture of blackletter and sans serif typefaces – with how by why opting for Sharp Type’s Respira and Swiss Typefaces’ Suisse Int’l as the typographic double-act.

Exploiting the pragmatic power of Suisse Int’l as the identity’s utilitarian workhorse, reflecting Bas&Chris’ professionalism and expertise, Respira is used decoratively, co-opted somewhat as a contextual alternative to its sans serif counterpart. The dynamic couple sits atop a sophisticated and neutral colour palette and duplexed layout; providing a simplicity that allows the type to draw attention and the work to take precedence. “The font pairing is a stylistic choice to match the concept,” how by why’s Mark Blackler tells us,” recalling the links between the medieval and modern eras. “There is no relation to Bas&Chris’s work,” Blackler notes, “although Chris is a bit older than Bas, so he could be the blackletter and Bas the sans serif,” concluding with, “two generations, two eras.”

Graphic Design

how by why

Typography

Respira Black by Sharp Type
Suisse Int'l by Swiss Typefaces

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