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Reviews, news & opinion from designer Richard Baird on the latest brand identity and packaging design work from around the world.




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James Braund designed by Hofstede

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Sans-serif logotype designed by Hofstede for photographer James Braund

James Braund is a Melbourne-based photographer with a background in journalism, an approach ‘characterised by an unfussed, direct methodology’ and over twenty years of experience in the design editorial and advertising fields.

Arising out of a ‘desire for a more contemporary look aimed at designers and art directors’, James’ new identity, developed by Hofstede - an agency committed to typographical craft and detailing – conveys his methodology by leveraging the economy, utility and contemporary sensibilities of a heavy, uncoated, unbleached mixed fibre board, an urban combination of cool and warm concrete greys, the restraint and what Hofstede describe as the robust typographical choice of Akkurate executed with a stacked, uppercase confidence and a good eye for letter and line spacing. This type-only approach is elevated by the high quality finish of a foil set within the reductionist context of broad unprinted regions used across the collateral. The result is a modern aesthetic neutrality and fine detailing that neatly frames the rich detail of James’ photography.

Sans-serif logotype designed by Hofstede for photographer James Braund

Sans-serif logotype and minimal business card designed by Hofstede for photographer James Braund

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Sans-serif logotype and minimal business card designed by Hofstede for photographer James Braund

Uncoated unbleached folder with rubber band and black block foil detail designed by Hofstede for photographer James Braund

Uncoated unbleached folder with rubber band and black block foil detail designed by Hofstede for photographer James Braund

Postal sticker detail designed by Hofstede for photographer James Braund

Print designed by Hofstede for photographer James Braund

Print designed by Hofstede for photographer James Braund

Print designed by Hofstede for photographer James Braund

Website designed by Hofstede for photographer James Braund

Website designed by Hofstede for photographer James Braund

Website designed by Hofstede for photographer James Braund

Website designed by Hofstede for photographer James Braund

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