Cecilia Fox: Initial Ideas

Based on early experiments based on firing cones I've taken the idea that the firing cone bends to 90 degrees when the kiln reaches perfect firing temp and used this a way to treat the type. Initially experiments have looked at treating the CF of Cecilia Fox however these experiments were too deformed making it difficult to identify the reference of CF (see figure 1). Therefore the whole name was treated to see how far this implementation could be pushed. Rotating the word as a whole works best as this allows the 90-degree rule to be incorporated without degrading legibility (see figures 1-3). In relation to more experimental approaches, these are not appropriate as they make the name too difficult to read (see figure 1). Therefore the simple use of rotating 'Cecilia Fox' by 90-degrees was explored further using a business card as its base (see figures 4-5). The main difficulty during this process was ensuring that the audience would understand the name was on its side rather than turning the card portrait. Therefore different applications of additional information were experimented with, the most successful being those featured in figure 5 which could all be used within one identity, depending on the promotional outcome. Furthermore if the audience were to turn the card portrait they would be interacting with the concept itself.

Figure 1

Figure 2

Figure 3

Figure 4

Figure 5