Fresh branding and custom typography with “expressicons” that can be used modularly with the logo.
As the former Design Director of Hyperakt, Ritesh Gupta is no stranger to a rebrand. He wanted his personal branding to play nicely with the existing look-and-feel of “Useful School”, a series of courses by and for creatives of color.
Through the process, I expanded the originally scope to include a library of “expressicons” that became the motifs for the larger brand.
One that felt bolder, more playful, drawn with a marker. The other more edgy, dynamic.
Early iterations of the R
Experimenting with adding different eyeframes and hats, as Ritesh’s style is known to have. It was through this process that I wondered: “what if i made a whole custom typeface that had this kind of personality?”
Peacock Display
The custom display typeface I designed that Ritesh’s wordmark is made up of. Can you spot the playful “R”?
Final result
I mean, our work is never really done, right?
Ritesh - with their signature hat and glassesSprouts - growth and happiness Peacock - culture, based on a tattoo Ritesh’s grandma has Sun - expressivenessDancing Human - signifying community and kindness
In Situ
Thank you for reading!
This drawing didn’t leave the cutting room floor, but it still warms my heart!