Mathew Suen

precedent.jpg

When looking for inspiration, I had to look no further than the sort of pre-disco 1970s which for me had always reminded me of a nostalgic era imbued with a romanticized wholesomeness which defined the former part of the decade with acts like the Carpenters, Bread, etc.

The logo is based off a heavily modified italic version of ITC Bookman with custom drawn script capitals. Arranged to suggest the form of a sycamore tree, the characters are connected by loops and flourishes to flush out the shape. With silhouettes inspired by the energetic poses and compositions found in Audobon’s Birds of America guide, three songbirds perch amongst the foliage in an homage to the classic American Standard, Dream a Little Dream of Me.