Typography plays a big role in the design world, and I have always struggled with finding the right typeface or customizing typography for projects. The goal of this project was to create a series of custom wordmarks to help strengthen and refine my typography skills. With recently moving to Minneapolis, I decided to choose words related to the state of Minnesota.
Having more common loons than any other state except Alaska, Minnesota decided to name it the official state bird. With its love for water over land, this bird feels right at home in the land of 10,000 lakes. The common loon can fly faster than 75 mph and dive to depths of 250 feet underwater while searching for food. And that creepy red eye? It actually helps the loon see underwater.
This wordmark was created with simple letter forms with the two "M"s visualizing birds in flight. The red dots conceptually tie back to the red eye of the loon, and the dot texture represents the speckled look from the loon's feathers.