“Blur, an audiovisual producer, asked us to redesign its brand identity. The concept of the project was to incorporate into it the meaning of the word “blur” without the use of images that are out of focus.

“The new identity is based on a customized font in three different weights —single, double, and triple— created by increasing the number of lines in the basic structure of the font, thereby achieving a blurred effect consistent with the company name.

“With the font as the main element of the new identity, all of the graphics feature inspirational phrases containing the word ‘blur’, and we used the different font weights to emphasize certain parts of these messages.”

Designed by Mucho