The logo mark is a stylized, shortened version of the Studios 77 name – S77 (the S can also be used to represent South Sudan). This way the logo mark can be used on its own, and still be recognisable as Studios 77. Because of the contrast of the curves of the S and the angles of the overlapping 7s, we have cut into the S to add some sharper edges. Starting with a thin font to make the 7s (to almost simulate a sitting model), we added the S, giving the feeling of connectedness. The thin, angular font gives it a sleek and classy look. The primary typeface for the wordmark is Dienstag Medium. It automatically speaks modern, high-end fashion, and pairs very well with the logo mark. The subtitle ‘Made in South Sudan’ is also created from the same font.
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