The Fulcrum
The Fulcrum is a visual identity system created for a design company. The system is inspired by the light cone, a spacetime model in physics, and by the gyroscope. The gyroscope symbolizes inner steadiness, while the light cone suggests broad creative possibilities. A color scheme of black, white, and red is used, where black stands for logical thinking, white for pure design, and red for passion. An accompanying poster series is produced with a three-dimensional spray painting process to create layered graphics. Each poster measures 1000 mm in width and 1800 mm in height.
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