Machines for Freedom
Branding and eCommerce
Logo Refresh
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After some years with the original logomark, some issues with legibility arose especially when using the MFF mark as branding on apparel and tags. Together with the Design Director, we explored ways to simplify the logotype weight and spacing, and to add subtle interest to the details of the letterforms when viewed large.
Redesign of the e-commerce site, including art direction for type, photo grids, product pages, iconography, and UI interactions. Hang tag designs were updated with the new house typeface, and the new Machines logomark made its way onto apparel.
2021
