2020 Identity, Logotype

Graphic Identity system and manual for a Paris based product designer. The position of ‚A‘ (or ‚By‘) is always locked in the upper or lower left corner; this "fixed" position functions as the only static element in an otherwise completely flexible system for all formats. Several possibilities of application for the acronym ADC within a system on a portrait format. '3' being the common denominator for the grid, is a derivative of the letters [ADC] which also have a ratio of two homogeneous quantities. They are determined by a proportion equivalent to the rule of thirds. Its proximity to the golden ratio and the “by” mention balancing the acronym forms a minimalist but effective logotype.