The art of contrast.
Brand identity / A balance of script, serif and space
The historical mark brings flowing script together with a structured title band. This interpretation preserves the contrast while giving Chic, LIFE STYLE and TORONTO distinct positions, making both expressive strokes and typographic order visible.
- Historical name and typography review
- New wordmark and outlined lettering
- New palette and hierarchy
- Folio cover, cards, poster and guide excerpts
Flowing curves. Ordered type.
Chic carries the script's changing stroke weight. LIFE STYLE establishes structure between two rules, while TORONTO closes at a lighter level. Each part has its own space, making the name easier to read.
Light and dark. Each with presence.
Warm paper carries the complete name, while wine carries the theme. Two colour fields separate the levels, giving fine strokes, large type and open space a clear rhythm.
Folio material concept / AI-generated, not a client production photograph; native artwork governs exact layout and proportions
A place for the name. A place for the theme.
The cover retains the complete Chic, LIFE STYLE and TORONTO combination, continuing the typographic contrast through a serif title. It presents this visual study's cover without inventing contents for the folio.
The same type. Different expressions.
The card front concentrates on the name; the reverse pairs the theme with a clay side panel. The poster unfolds script and serif in sequence, extending the measured rhythm with more space.
Turn contrast into order.
Clay connects the softness of script with the presence of serif lettering. The complete name, theme and space form the composition, without adding unconfirmed product or event details.
Room for expression. A consistent structure.
Give the type styles space, preserve their stroke contrast, and keep the name, rules and spacing consistent. Selected guide pages set out the principles for future applications.