Joof: Logo Design
Joof is a brand new non-collecting art museum based in San Francisco. I referenced the counter-cultural history of the city as well as traditions of rebelling against established art dialogues. As the logo needed to reflect this mission, I eschewed many design principles in creating a collection of abstract organic shapes. These componenets are deformations of the letters in the name. Consequently, this logo lies in the ambiguity between brandmark and wordmark.