is a two-day event organized by UnderConsideration, focusing on the practice of corporate and brand identity — a direct extension of the popular blog, Brand New.
The visual identity for the 2015 edition, dubbed “Grit to the Future”, combines Underware’s Tripper with Obsidian by Hoefler & Co., both released earlier this year and hence in line with the event’s name. This couple is complemented by Georgia (the 2011 Pro version, including the newly added Light weight) and, for smaller items, P22 Underground.
At first we thought that using a stencil font would be too easy as they can be trendy and there was no real concept behind it other than “it’s cool”. We couldn’t shake Tripper though, so we pushed a little bit: what good is a stencil font if you are not going to use it as a stencil? That led us to thinking about a long-forgotten time when subway cars in New York were drenched in graffiti. […]
The second [element] is a reflection on the contrast of yesteryear’s nasty New York with today’s very affluent, sometimes opulent, money-demanding New York — the one where the 1% thrives. Before you think this is turning heavily political or social, don’t be fooled: What we were really looking for was an excuse to use Hoefler & Co.’s Obsidian. We really liked this combination of grungy, dirty, rebellious stenciled graffiti with this super elegant, finessed, luxurious serif. […]