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Self-initiated
HTD Studio
The studio’s own identity: a blackletter monogram engraved in three dimensions, and a maxim borrowed from the temple at Delphi.
- Project type
- Self-initiated
- For
- HTD Studio
- Role
- Identity, lettering, art direction
- Deliverables
- Monogram, seal, posters, print, merchandise
- Year
- 2024
01 · The brief
A studio that sells identity needs one.
The mark had to signal type history and craft before anyone reads a word, and carry a point of view the studio could stand behind in every pitch.
02 · The idea
Know thyself, applied to brands.
The Delphic maxim gnothi seauton was carved at the Temple of Apollo. As a positioning line it says what the studio does: work out who a brand is before deciding how it looks.
Studio maxim
“Brand, know thyself.”
After the Delphic maxim gnothi seauton, “know thyself.”
03 · The system
One monogram, four elements.
A blackletter htd, a red seal, a high-contrast serif for headlines and a clean sans for everything else. The element posters push the system to full volume.
