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Imagine if we could see every logo ever designed, ingrained in our collective memory. Where have all those preliminary studies, rejected designs, and millions of files gone? Are they buried in vast data centers, never to resurface? Could they offer a new perspective on the history of graphic design? Either way, such a realization would only deepen our humility. What if there were no more grey compromises? Or if those universally dreaded pitches were banned altogether? Undoubtedly, countless sketches contain some of a designer’s best work. Perhaps this relentless pursuit is what truly defines a graphic designer. We explored a meticulously preserved digital archive spanning 30 years and uncovered a treasure trove of logos—evidence of designers seeking new solutions and experimenting with an eclectic geometric interplay of letters and shapes. This book presents nearly a thousand logo designs by the Brussels-based studio visionandfactory and its founder, Hugo Puttaert.
Cover: rubine red & black on Munken Polar 300g, inside pages: quadri offset printing on Munken Polar 150g, 174 pages, ft 17 x 23,5 cm. Typefaces: Strawford by Atipo type foundry & Theinhardt by François Rappo. Design: Hugo Puttaert, © Not Yet. Publishers & Hugo Puttaert/visionandfactory (2024).
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