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James Braund designed by Hofstede

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 Akkurat 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.

Design: Hofstede
Opinion: Richard Baird
Fonts Used: Akkurat

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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Thank you to everyone who has visited BP&O since its beginning in 2011. As many of you know, BP&O has always been a free-to-access design blog that seeks to offer extended opinion on brand identity work. It has sought to be the antithesis of the social media platform that often disentangles form, context and content. Writing articles can take 2-4hrs and are carefully researched.

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