For Ben's logo I went for a word marque over a more image based logo or abbreviation of his name. I felt that this was more personal to his practice and communicated much more clearly than the possible ambiguous nature of a logo I might create. This is set in Apercu bold, a fairly clear and contemporary face which I intend to use alongside Bembo for body copy. A classic and elegant serif typeface, this provides an interesting contrast which I think is relevant to Bens practice in his use of both contemporary and more traditional photographic methods and outcomes.
For Ben composition is of utmost importance, so I tried to create something that gave the appearance of clear and precise composition, I would also like to keep open with this marque, the use of either central or left alignment as I feel it will allow for more flexible composition of the identity itself across the stationary, and also plays with the idea of more traditional and contemporary text setting.
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