My contribution for the Accept & Proceed logo project ‘A&P by…’. The only rules of the project were the design had to be grayscale and represent A&P in some way. The concept was a juxtaposition between strict form and almost organic freedom, how human creativity is channelled by design systems to give order to the ideas and concepts.

To achieve this I took the reserved and modernist classic Helvetica Neue and devised a custom filter which would give an organic weathered appearance, almost flesh-like yet still retaining order.