FULL。Word Mark and Motion Piece
Fall 2024
Concept
Food is everywhere, and versions of dishes can vary from place to place. With the rise of social media and people connecting with cultures outside of their own, there becomes the problem of appropriation and appreciation. People make dishes without understanding the culture or history of them and alter them in a way that might offend certain people. Approach
FULL. Aims to create content that is easy to digest and learn about Asian cuisine. Both with sharing history and origins of certain dishes and spotlighting uprising asian chefs to look out for.Research
Developed a list of words to describe what the publication represented, like Diverse, Bold, Soulful, and Versatile. Explored the idea of a wordmark that took inspiration from the traditional Chinese signature stamps called a 印章 (yìnzhāng) or seal.Variations 1
Considered the adjective list and then sifted through various typefaces. Started with simple changes, like increased tracking, typefaces, and publication names.Variations 2
Created the name Full circle to relate to the idea that Asian food has traveled far and wide, but in the end it all comes back around to the history of the dish and the people.Variations 3
Finalized the typeface for the publication name. Searched for typefaces created by type foundries that aimed to develop multilingual typefaces or Asian typographers.
Variations 4
Removed the variation of a vertical set wordmark; the next question was whether a frame should be around it. Similar to how Stamps would have a simple frame surrounding the characters (words).