Julien Navarre is developing his activity. After hiring me to create his logotype, he felt the need to better his whole visual identity.
Julien asked me to create this custom lettering piece: the word « Merci » (« Thank you ») for him to display at the bottom of his 2015 rate grid.
I started by studying the sketches I drew for Julien’s logo, and re-reading the case study to immerse myself back. This way, I could draw something cohesive and consistent with the first piece of lettering.
Julien’s logo has strong features: a single-width monoline, important initials, elegant ligatures, geometric rays and a used finish. The idea was to go with that concept but simplify it, so it wouldn’t become stronger than the logo.
I decided to focus on the letter « M ». This evokes the logo’s identity but remains subtle. While sketching, I decided to use « twin » strokes to form it. They’re almost like a mirror, which creates balance between top and bottom and underlines the word.
« Merci » is written on a diagonal, like the logo.
After finding the best concept, I redrew it on dotted paper to get better proportions. That’s the drawing I used to start the digitization process.
After meticulous vectorization, I spent a great amount of time rearranging the global piece to fix the kerning and the proportions. I then applied the same texture process as on the « Julien Navarre » logo, to make it look more hand-made. I smoothened the outline, and added a texture within the line to create a used aspect without altering legibility.
« Merci » is a short word, which allows it to have ornaments without looking cluttered. I picked the rays, which are one of the most striking features, from the original logo. They perfectly fit the word’s meaning and give it a positive flavor. The lettering can be used in context or as a standalone piece of art, and keep on evoking Julien Navarre’s identity.
I added rays over the top loop of the « M » to make it feel more majestic. The composition, the shape and the proportions of the lettering make it easy to integrate anywhere.