Christchurch Arts Festival

Shift is used as a text and display typeface in the identity programme for the CAF

Newzald firm, imagic, designed the identity programme for the Christchurch Arts Festival with Shift in use as a text and display typeface across the all identity materials.

imagic writes: ‘The story they wanted to tell was one of “shifting the lens” to the people in the audience. Showing how art shifts you as a viewer. We did a city-wide search for four faces that embodied our citizenry and their different backgrounds. With the help of award-winning photographer, Dean McKenzie, we captured their essential selves, then we shifted them by playing with the lens.’

Shift is used at both display and text sizes on the CAF website

‘Partnering with the Christchurch Arts Festival has been an opportunity for us to create brand work that is challenging and provocative. Like a piece of art should be. This iteration of the CAF brand is thematically underpinned by the word “shift”. The idea being, we are exploring how Christchurch has shifted as a culture in the past years, and also how art can shift a person, emotionally.’

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Penguin Random House

Identity programme by Pentagram's Michael Beirut & team

Pentagram writes: ‘When the two publishing giants Penguin and Random House merged in 2013, the combined companies faced the challenge of merging two iconic graphic identities. Pentagram’s Michael Bierut and his team have created a flexible brand system for Penguin Random House that establishes a new identity for the corporate parent while also preserving and enhancing the individual identities of the group’s 250 imprints.’

The wordmark is designed to be paired with the various publishing imprints

‘To develop the identity, the team explored many different combinations of penguins and houses—one sketch imagined an igloo—as well as abstract symbols that had nothing to do with either. It eventually became clear that it didn’t make sense to create a new symbol for a company that already has 250 symbols, none of which are going away, and each of which has its own heritage and value. The challenge was to come up with a wordmark that could at once provide a strong endorsement for each of the imprint symbols, and that could in turn gain itself in meaning through association with them.

‘The wordmark required a typeface that was neutral enough to work with all the different imprint symbols, yet wasn’t a cold sans serif. Shift has charm and a literary character, along with good legibility at small sizes. In its lighter weights the typeface has the look and feel of a typewriter font—Shift was originally designed by Jeremy Mickel as an heir to Courier—and it provides a connection to the traditional world of writers and writing.’

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New Yorkers & Etiquette

Shift in use in an etiquette infographic poster by The Letter Office

The Letter Office writes: ‘Following last year’s much-shared infographic poster, Upstanding Citizens, we decided to keep the infographic love going. We surveyed more than 100 New Yorkers about their habits and behaviors toward their neighbors, to examine whether we really deserve our reputation for being rude, inconsiderate people. (Travel + Leisure Magazine recently named New York the rudest city in America.) Our findings? Well, we try our best…!’

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Shift in use in a type specimen designed by Jeremy Mickel
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