The scope of the project was to inject a cultural related theme into the designs. Andrew Carter, the designer, produced a look of action to express contemporary art through the motion of the logo. The different arrangements of the logo creates a sense of motion that cause the eye to move over the work. What inspired the artist was a reading about a technique which captures movement in several frames. Andrew also took inconsideration that the rate of new typefaces being produced nowadays is simply staggering, so a detailed research had to be done.
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