Before we could really get started with freilich!, the task was to develop a visual identity for the project. First thing we chose a name out of many ideas. Afterwards we designed a matching logotype.
We chose a hand lettering approach in order to allude to our Do It Yourself philosophy. When we refined the original sketch on the computer we didn’t get rid of all the tiny irregularities. We wanted to maintain a spontaneous feel since the final goal of freilich! is to learn through creating and experimenting.