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Serendipiy’s identity

Serendipity is the subscription people will be happy to use. Serendipity enables you to find and donate to the best charities in a flash – now one can have more impact without all the hassle. Serendipity, in a phrase, is the luck some people have in finding or creating interesting, valuable things by chance. This meaning helps to hit the base of our visual concept behind the logo and its whole identity system. The logo has an optical illusion which reflects upon the main perspective of the emblem: what is unexpected is serendipity for the viewer. The hidden character “S” in the center of the logo helps further capture the essence of serendipity, and the mentioned optical illusion effect draws upon a pattern of identity.

Production year: 2021
Location: London

Tasks:
Logo design
Identity design
Guideline book
Art direction

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HK Grotesk is designed
by Hanken Design Co.

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Next project

STD Free London

Creative direction
Art direction
Key visual
Identity design

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