After advanced meetings and discussions with the client, it was determined that they wanted more of a symbol with a typeface embedded within. Therefore, I studied swiss typographic styles and created my own with an abstract rearanged composition to create a more ambiguous postmodern design. This design takes reference from German type from the Bauhaus Archiv leaflet but adds subtle nuances of abstract postmodern composition.
This concept again utilises indexical signifyers to convey a sence of organisation and finances. This can be seen within the A and U as it forms the shape of a paperclip.
Peer feedback sessions suggested that the original design was not legible enough to convey letterforms. Even though the desired effect was to create an ambiguous symbolic logo with the typeface embedded within, the design was altered to be more readable.
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