RHYME + REASON

This branding exercise for a fictional design studio that focuses on the more conceptual aspect of design rather than the commercial one. The name comes from the idiom “without rhyme or reason” but turns in on its head by removing “without” and replacing “or” with “and.” For the mark focuses on the “and” portion of the name because it represents the area in between both rhyme and reason and draws attention to the nature of ambiguity.

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