Lettering and logotype for a modular texture.
Grow is a modular structure for spaces, designed and produced by IN TRANSITION.
Alicia Velázquez and Pablo Rica from IN TRANSITION asked me to design the logotype for their last creation. ‘grow’ is the name of a modular and versatile texture suitable for any kind of interior space, it can be a curtain, a light wall or a lamp, depending on the creativity of the user. It’s also produced with environmentally-friendly materials.
‘grow’ consists in a set of pieces, designed in a parametric way, that assembled together create an organic shape and texture without being rigid or geometric.
The early sketches show the design idea consisting of a lettering which might match the shapes in the product.
Images of grow
The first version of the logotype is based on a rounded slab serif with italic construction but straight axis.
I considered different solutions for the same idea. The first one, as commented before, is based in a more typographic model. The second option adds a bilateral serif at the top and at the bottom of the characters. I wanted to represent the environmentally-friendly quality of the product as if it were a sprout. The third option simplifies the shapes and offers more dynamism to the word. Finally, the fourth option is the ‘decorative’ version.
The third option was the final winner.