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Process Book:

FOG

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The first element I untertook for FOG’s graphic identity was its logo. I wanted to create something unique that also spoke to the film’s theme.

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Avoiding any temptation to illustrate fog, I decided to focus on the romance in the storyline.

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The first attempts were too bland, too Disney-esk, and too expected.Generated by CamScanner from intsig.com

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Eventually I decided to remove all personification from the letter forms, concluding that I could speak to the Neo-Noir theme better without it.

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I explored the possibility of designing the type with the mood I saw in the film:comically dark, introspective, and always under a haze of fog & streetlamps.

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I designed off of typical serif font families often used in Noir classics, then warped the terminals to give it a unique but oddly obscure look & feel.

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Generated by CamScanner from intsig.comThe result seemed strange enough to work.

Generated by CamScanner from intsig.comI began working the romance back in via vauge illustration.

Generated by CamScanner from intsig.comThen I took the romance to the Red-light Distric.

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The result missed expectations.

Generated by CamScanner from intsig.comAfter my disappointment with the initial illustration,

I decided to go in the opposite direction and explore abstraction.

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After eliminating everything, I realized the more interesting theme of the film was not the romance itself but what instigated it. That being the psychological effect of living in a world constantly covered in fog.

Generated by CamScanner from intsig.comThis led me to the above image. A nod to the unofficial medical condition called Brain Fog.Essentially it comes to represent an overall clouding of consciouness.

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