Human, a factual storytelling brand, has unveiled a new brand identity in collaboration with design studio Office of Overview. Produced by Zandland, Human is a video series that conveys the stories of people and communities—stories that are often difficult to access—through an unfiltered perspective. The new design stems from the brand's view that "the best way to understand the world is to listen to people's stories directly.".
The core of the identity is 'Jeffersonian Transcription,' which records actual conversations. It expands the symbols indicating pauses, overlaps, emphasis, and intonation that occur during speech into graphic elements. Sentence fragments, quotation marks, and parentheses traverse the screen, visually expressing the rhythm of a conversation in which a real person hesitates, interrupts, and raises their voice.
A bold and strong wordmark is combined with a star symbol reminiscent of a human form. The intuitive impression of the Saans typeface contrasts with the irregularly moving linguistic symbol, capturing both the credibility of fact-telling media and a human voice. Matt Gilbert contributed to the 3D graphics and Adam King to the motion, expanding static transcription symbols into a living, dynamic dialogue.
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