I was approached by one of Australia’s best street art web resource Invurt to reimagine their branding, which I was more than excited to do. Invurt is a Melbourne-based website that documents the latest and greatest in the street art scenes across Australasia and Southeast Asia.
Playing off their name, it was a no-brainer to create an ambigram logo, where it would read the same when inverted. Because Invurt, get it?
Creating a typeface for a word that is not symmetrical to begin with was definitely a challenge and I had a blast working on this. There is always a satisfaction to be had in making sure that kerning and leading are tweaked to perfection for a balanced logo. A logo like this involves constant mathematics and adjustments to ensure that it actually makes sense when flipped on its head too. Legibility was paramount!
As we know, a brand’s logo plays a central part of its visual story and artist, Facter (who runs Invurt), was definitely stoked with the end result.
Designed to be versatile, below are uses of the logo in all its glory. Shout out to Facter for letting me do my thing for his amazing online publication.