Back at the beginning of the year I was working on a branding project with friend frequent collaborator Bryn McCoy of Technofisch. After going through quite a few great ideas, we settled on this logo with the client. It happened kind of accidentally. As I was making this typeface and trying some different stroke widths, I ended up stacking them to compare. I thought it looked as if the bottom "Update" was gradually emerging and taking its full form from the top. This idea of emergence speaks to the identity of the store, so I decided to send it along to the client as it was.
A mention in Time Out Chicago
