Jorge Diego Etienne by Savvy
Opinion by Richard Baird Posted 18 June 2012
Jorge Diego Etienne is a Monterrey (MX) based industrial designer and studio owner. His new identity, created by multidisciplinary design agency Savvy, neatly contrasts technical and professional precision with a sense of personal handcraft through a complementary combination of tall geometric letterforms and curved terminals—executed across a monogram and logotype, the utilisation of grids, guides and fine lines, uncoated material choices, a blind emboss and the modular sticker and hand stamped print finish of the collaterals. The colour palette offers a similar juxtaposition and duality through the clinical and efficient use of white space and the contemporary creativity (and single colour restraint) of a vivid red.
“The diverse nature of Jorge Diego’s work, both in his innovative use of materials and dimensions, inspired us to develop an identity that can be applied to different formats and packaging by using labels, tags and other media.”
“His projects required a flexible, grid-like brand system that could integrate itself to the different packaging of his creations. This is an industrial, practical and modular brand identity that celebrates Jorge Diego Etienne´s meticulous work process as well as his iconic use of the color red.” – Savvy