After reconvening with the illustrator, it was clear that the design direction had changed. The illustrator suggested the sole use of one shape to form all the imagery. This seemed coherent with the concept of universalism and oneness. The neutral shape chosen was delicate and whole, providing strong connotations of balance and nature inline with that of the narrative.
Accordingly, a custom type was developed for the title, which used this shape in the same way the illustrations would, in order to achieve a coherent visual language. The design development thus considered the connotations of a Phoenix and its feathers in a way that could be embedded into the communication of the new logotype.
Variations of the letterings were played around with until a strong set of rules were developed for the stems, strokes, foot, bowls, joints, arms, apexes and terminals - so that the final logotype looked in balance.
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| A set of strokes, stems, footers and terminals / serifs were gathered to be applied with new lettering |
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| A variation with all the mood board colours was made to visualise the various tones the type could present. |
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