March 23, 2011

State Farm typeface design and wordmark system

You've probably seen it around town on signage, or on TV during an NFL game. I was commissioned by Creative Director Gary Alfredson of DDB Chicago to design a new typeface for the State Farm brand identity. The mandate was to create an open, friendly, contemporary and progressive look. Shown along with the main wordmark are other examples of how the brand extends to other parts of the company's services. Feedback on the design since being in the field is that it has helped infuse new life into the venerable company also exemplified in their new TV commercials.

Typeface design is more about structure, subtleties and letter combinations than the effects and impact of my other typographic work - equally satisfying when developed successfully with measurable results for the client.

The series shown together

I've posted these individually over the past 3 years, but I thought it would be interesting to show the series together. Concepting and detailing these image is a labor of love to be sure. The small size doesn't do them justice though - these images work best at large poster size