Trademark Design


The letterform project is a self-initiated Instagram challenge to explore the balance of positive and negative space in letterforms and symbols. Inspired by trademarks that stand the test of time such as the Nike swoosh and Target bullseye, the letterforms aim to be simple, distinctive and memorable. 

The project is composed out of three different letterforms for each letter in the alphabet. The 78th and last letterform was designed nearly a year after the first.


Ordinary man-made objects served as inspirational gems throughout the project. Some of the things that stood out the most were sewer drains, metal rails, car rims, textures and even the last chocolate in a chocolate box.