Posted in: Branding
Offset printing relies on a series of dot patterns arranged at different angles to create photographic images and composite colors. Typografik wanted to convey these principles in the new Select Printing and Copying signature logo. The signature started with a grid of uniform dots arranged vertically and horizontally and then rotated at 30 degrees to create a 3-D depth.
“Dot gain” occurs when ink expands after it is placed on paper. If we took certain dots from the grid,which gained weight after their expansion, the union of these formed the letter “S”. The “S” for Select represents the concept of dot gain.