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No Jazz

March 23, 2010

Another project down, Easter break is here. Creating a new identity for architects Caruso St John was not easy, but it proved to be a real eye-opener. I learned how a identity can portray confidence and authority by being restrained, and speaking in a quiet but firm voice. Every impulse to jazz things up with unnecessary colour and vector doodles overcome, I think the project stands up pretty well, though there were a few things I just didn’t have time to get right. Another important lesson here: it’s soooo difficult to tell what looks good when you’ve been staring at the same four letters for three days. Regular breaks and second opinions are invaluable. I think all that staring is worth it though.

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