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Avondale Type Co.

ATC Artist Series

Avondale is a type foundry based in Chicago. As part of their third annual artist series, I was invited to create four typographic illustrations based on one of their typefaces.

For this project I selected their font ATC Rosemary. The brief stipulated that you must include your initials, their logo and one other character. I wanted to experiment further with an idea I had used for the seven in the Klaws experiment, with the character actually taking the form of a void. My initial attempt led to a surreal place with multiple, mechanical worms creating the form of the S on their route down into the abyss. This was striking, but not practical for all of the letters. I then moved towards a more geometric approach, starting with the F – the most difficult of the characters.

ATC Artist Series by Superfried.