Eighteen Percent Branding

Eighteen Percent is the photographic division of Valentine Associates, a Sydney-based graphic design studio. The logo was created from a typeface designed exclusively for Eighteen Percent. A collection of negatives that had recently been processed was the inspiration behind the typeface, and the final logo and alphabet represent qualities evident in both digital and analog photography. The typeface and brand extension was carried throughout all stationery and helped in creating a simple, fun and informative identity.