This project focuses on the development of a type-only logo system driven entirely by expressive typography. It is focused on capturing the spirit of a selected New York City neighborhood through sketch exploration and refinement. Produced over 20 initial hand-drawn concepts, iterating with pens and tracing paper to hone structure, rhythm, and personality. Translated the wordmark into vector form using Adobe Illustrator, maintaining a strict black-and-white workflow until deciding on final contours.
Final deliverables included a polished 13" × 19" landscape poster. This project emphasizes typography as a design vehicle, strengthened my understanding of typographic systems in branding, and enhanced my ability to craft logos from hand-drawn foundations to professional execution.
The neighborhood selected is South Ozone Park, a neighborhood known for it's rich South Asian and Caribbean culture. This logo draws inspiration from the intricate henna designs done during celebratory occasions in South Asian culture.
