For her 2018 world tour, Alanis needed a brand refresh. I thought a tree, with roots into the past, branches towards the sky, and an iron-strong trunk seemed to fit the bill. The typewriter font had always been her favorite, so I created a logotype based upon ‘Special Elite’ and customized it with tight kerning, ligatures, and individually hand-made letterforms. It’s now her permanent logotype.
Logo, Logotype, Typography, Palette, Website Treatment, Apparel, Merch
• Difficult to measure, but being that this is a personal brand the win is that she loves it. And the merch sold well.