The Brand Identity

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Amateur(dot)rocks’ identity for Studio Lore is based around a phonetic alphabet-inspired typeface

Amsterdam-based Amateur(dot)rocks designed the identity for Studio Lore, a creative studio of artists and writers from both traditional and alternative backgrounds.

Lore, meaning the passing of knowledge by word of mouth on a particular subject, serves as the main inspiration for the identity. Building on this reference by studying the sound of spoken word, Amateur(dot)rocks created a custom typeface in collaboration with New York-based foundry Sharp Type using the International Phonetic Alphabet (IPA). The dynamic typographic approach mixes regular characters with 53 unique phonetic characters.

Typeface: Sharp Type and Amateur(dot)rocks

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