‘Brand by Hand’ is an experimental lettering project by new zealand-based designer sara marshall that introduces the personal nature of hand lettering into the cold, corporate world. major brands have steered their graphic design towards a flat, minimalist style — a trend which has seen imagery reduced to simple, iconic representations. few colors are used, and they often employ the use of extensive negative space.
In contrast — and in response to — this minimalist movement, many people are longing for the handmade, resulting in a huge rise in popularity of hand lettering characterized by imperfections, texture and embellishment.
‘Brand by Hand’ explores a variety of styles and contemporary trends within lettering itself — custom scripts and brushwork, calligraffiti and contemporary signpainting — to transform fedex, burger king, subway, flickr, youtube, skype, evian and coca-cola into softer and more personal versions of themselves. the project reimagines these logos while retaining key defining elements of their original branding, both investigating the essence of the brand and testing the strength of their associations.