FAT: BRANDING


Printed on white cardstock with black ink;
perfect bound.
13 x 10 in, December 2018



To create this brand book, I decided to take the concept of fat and give it a visual identity. The message of FAT is bold, unafraid to take up space, and as clear as black and white.

The brand book for FAT includes a personal statement of purpose and a manifesto, as well as guidelines for the treatment of the logo, the “Responsive Triangle,” the typography, the brand voice, the colors, and examples of branded deliverables (XL postcards, name tags, and stickers). FAT uses an exclusively type-based visual system with the exception of the “Responsive Triangle.”

Part 2/3 of FAT.
See also: TELL ME I’M FAT; FAT: MIRROR INSTALLATION