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(PROJECT)
B612
(CATEGORY)
Brand Identity, Typeface Design
(INSTRUCTOR)
Natasha Jen

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(PROJECT DETAILS)
B612 is a fictional sneaker brand designed for modern office workers, embodying the theme of the 'Coexistence of Contrast.' It strives to seamlessly blend comfort with aesthetic beauty and functionality with sophistication, offering products that encapsulate this concept. By juxtaposing opposing qualities, B612 creates unexpected discoveries within each product, making them unique blends of contrasting elements.

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(DESIGN SYSTEM)
Typeface Design

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Inspired by the juxtaposition of ancient Roman architecture and modern technology, the brand's essence is reflected in its new typeface. Meticulously crafted to embody this duality, the B612 typeface skillfully incorporates differences in thickness, rounding, and sharpness, resulting in a visually striking design. This fusion of opposites celebrates diversity and contradiction, capturing the essence of the brand.