A fashionably understated identity system for photographer DC Chang. It was designed with two goals in mind – the first being to project the elegant feel of a fashion magazine’s masthead.
For this we picked a modern serif face with a confident presence even when used at the smallest or largest sizes.
The main mark is shortened down to a two-letter monogram, suitable for stand alone applications as a watermark or signoff.
For this we picked a modern serif face with a confident presence even when used at the smallest or largest sizes.
The main mark is shortened down to a two-letter monogram, suitable for stand alone applications as a watermark or signoff.
The second goal is in how the mark contains meaning. The underlined ‘c’ signifies the surname and it is elevated in superscript to imply a silent vowel. The underline stroke is inspired by the photographer’s act of closing one eye when framing a shot.
The full ‘Dc CHANG’ mark is suited for formal usage and the combination of large and small letters creates a visual rhythm for the eye.
The full ‘Dc CHANG’ mark is suited for formal usage and the combination of large and small letters creates a visual rhythm for the eye.
The new design is flexible and works on different levels of usage. Whether it is formal or semi-formal, it is always stylish, never loud; professional yet never boring.
