https://luisabaeta.com Luisa Baeta Mon, 18 May 2026 21:18:42 +0000 https://luisabaeta.com en https://luisabaeta.com/Landing-Page Tue, 02 Jan 2018 05:25:31 +0000 Luisa Baeta https://luisabaeta.com/Landing-Page Hello! My name is Luisa Baeta. I am a creative director and brand strategist, and a type designer in a former life. This website is terribly out of date, so until I update it, please get in touch so I can show you some more recent work.&nbsp;But if you still want to browse, you’ll find some old&nbsp;design work and can read more about what I do.I am always open for interesting projects in branding or typography. Let’s chat!&nbsp;︎ https://luisabaeta.com/Frenchette Wed, 16 Sep 2020 20:36:31 +0000 Luisa Baeta https://luisabaeta.com/Frenchette logo + branding Frenchette Branding for Frenchette, a French bistro in New York. 2017Studio: Mucca Design Creative Director: Matteo Bologna With designer: Sean O’Connor <img width="2500" height="1667" width_o="2500" height_o="1667" data-src="https://freight.cargo.site/t/original/i/c665a755981182b1b2082ff068b9d5c9cd9673d9723b8c2f71c35cb5ac9a11d3/DSC06799-Edit.jpg" data-mid="82909968" border="0" src="https://freight.cargo.site/w/1000/i/c665a755981182b1b2082ff068b9d5c9cd9673d9723b8c2f71c35cb5ac9a11d3/DSC06799-Edit.jpg" /> While I was living in London, I took any opportunity I could to travel to France and marvel at the cities and towns, the gorgeous typography on storefronts and, of course, the food! Later, when I was at Mucca and the chance to work on the design for a French bistro came along, I jumped at it with all my might. Frenchette is a new restaurant in Manhattan which, according to the Village Voice, sits at the nexus of being ultra-luxe, ambitious and a safe bet. The chefs and owners,&nbsp;Riad Nasr and Lee Hanson, wanted it to be urban, sophisticated but welcoming, with exciting, spontaneous but perfect food, inspired by Paris’ neo-bistro movement. It’s one of those tricky briefs that have to combine contradicting concepts: traditional and modern, high-end but unpretentious. The name comes from a David Johansen song, which means it is also both Paris and New York. <img width="2500" height="1687" width_o="2500" height_o="1687" data-src="https://freight.cargo.site/t/original/i/760b3de5e5ce1f7b75da1ae3644d9f5bc62cd298f4dbc72c88c43ae6d4276843/DSC06824-Edit-Edit.jpg" data-mid="82909970" border="0" src="https://freight.cargo.site/w/1000/i/760b3de5e5ce1f7b75da1ae3644d9f5bc62cd298f4dbc72c88c43ae6d4276843/DSC06824-Edit-Edit.jpg" /> <img width="2500" height="1667" width_o="2500" height_o="1667" data-src="https://freight.cargo.site/t/original/i/d6459795698105647a7d60aa5672bc1998509730f784902f79a6a8b37c2e21f3/DSC06900-Edit.jpg" data-mid="82909967" border="0" src="https://freight.cargo.site/w/1000/i/d6459795698105647a7d60aa5672bc1998509730f784902f79a6a8b37c2e21f3/DSC06900-Edit.jpg" /> As I worked on the design and mood board, I started thinking of the restaurant as a cool French chick from the 60s or 70s living in modern-day New York, speaking with a heavy accent and smoking cigarettes, looking effortlessly chic in flat shoes and a leather jacket. I designed the custom-lettered logo on a fast, casual script that’s also quite controlled, and the typography on the menu follows the inclined angle of the logo. <img width="1997" height="3090" width_o="1997" height_o="3090" data-src="https://freight.cargo.site/t/original/i/dfbe416cd81a9e1c7c22d7470e1c803dd0cb348a4fcdf36c086e5b7a72a76988/Paper-0029-2018-07-05.png" data-mid="82909972" border="0" src="https://freight.cargo.site/w/1000/i/dfbe416cd81a9e1c7c22d7470e1c803dd0cb348a4fcdf36c086e5b7a72a76988/Paper-0029-2018-07-05.png" />This was designed under the creative direction of Matteo Bologna, and the project was then developed further by Sean O’Connor. I’ve always wanted to do the branding for a restaurant, and seeing a logo I designed on a real restaurant (and in New York! I still can’t believe it!) is a fantastic feeling. The food there is absolutely fantastic too. I look forward to doing more projects like this in the future. <img width="2500" height="1682" width_o="2500" height_o="1682" data-src="https://freight.cargo.site/t/original/i/e8be61bc1b0638a2ceb42efd3d4437a4ceed2898c4a9ed527d75d3f8b7cbed58/DSC06979-Edit.jpg" data-mid="82909966" border="0" src="https://freight.cargo.site/w/1000/i/e8be61bc1b0638a2ceb42efd3d4437a4ceed2898c4a9ed527d75d3f8b7cbed58/DSC06979-Edit.jpg" /> <img width="2500" height="1667" width_o="2500" height_o="1667" data-src="https://freight.cargo.site/t/original/i/368addb1d55e313a912198da2186310b8cad3fa245340e7ea9ec1fa85c921fa3/DSC06817.jpg" data-mid="82909969" border="0" src="https://freight.cargo.site/w/1000/i/368addb1d55e313a912198da2186310b8cad3fa245340e7ea9ec1fa85c921fa3/DSC06817.jpg" /> <img width="2500" height="1667" width_o="2500" height_o="1667" data-src="https://freight.cargo.site/t/original/i/2df571ec5ceb1289cdde77b3dd7be3af68af64792ad25ad3da50b9611e76c84a/DSC06807.jpg" data-mid="82909965" border="0" src="https://freight.cargo.site/w/1000/i/2df571ec5ceb1289cdde77b3dd7be3af68af64792ad25ad3da50b9611e76c84a/DSC06807.jpg" /> <img width="2500" height="1667" width_o="2500" height_o="1667" data-src="https://freight.cargo.site/t/original/i/330a245e4a15f39a8ff25bd4f55b0240cd7db85fdf1eb304d9fc7f4d2a27065d/DSC06861-Edit.jpg" data-mid="82909971" border="0" src="https://freight.cargo.site/w/1000/i/330a245e4a15f39a8ff25bd4f55b0240cd7db85fdf1eb304d9fc7f4d2a27065d/DSC06861-Edit.jpg" /> <img width="2500" height="1667" width_o="2500" height_o="1667" data-src="https://freight.cargo.site/t/original/i/e3c3017f5520151324a8c0c503972220fd25ba327be61389e7461ec393e6eb89/DSC06952-Edit-Edit.jpg" data-mid="82909964" border="0" src="https://freight.cargo.site/w/1000/i/e3c3017f5520151324a8c0c503972220fd25ba327be61389e7461ec393e6eb89/DSC06952-Edit-Edit.jpg" /> https://luisabaeta.com/Bligh Sat, 07 Oct 2017 20:51:56 +0000 Luisa Baeta https://luisabaeta.com/Bligh Typeface design Bligh A warm, playful sans-serif typeface that balances flavour and functionality. 2015Typeface published by Dalton Maag (London, UK). Designed with the support of the Dalton Maag team.&nbsp; ︎Selected as one of Typographica’s “Best Typefaces of 2015”. ︎Selected for the 11th Brazilian Graphic Design Biennial (Bienal ADG) in 2015. <img width="2000" height="2000" width_o="2000" height_o="2000" data-src="https://freight.cargo.site/t/original/i/94917bc3d720a32bf361b626a3c49f8434dc3f1b2ca5a0a0aafac6818361456f/franklin_flipflops.jpg" data-mid="8556462" border="0" src="https://freight.cargo.site/w/1000/i/94917bc3d720a32bf361b626a3c49f8434dc3f1b2ca5a0a0aafac6818361456f/franklin_flipflops.jpg" /> Bligh is a 3-weight sans-serif type family which I designed from scratch while working at Dalton Maag, published in April 2015. The challenge was to design a low-contrast sans-serif that works well in text settings but has a warm, playful feel and a strong personality. It was an exercise in pushing its quirkiness and personality, and reeling it back to find the balance between flavour and functionality. <img width="2000" height="2000" width_o="2000" height_o="2000" data-src="https://freight.cargo.site/t/original/i/aec27c9dae0091bb94e3d21015fe32563f265efbae149459e8345a7b140e9f75/eating_crepes.jpg" data-mid="8556461" border="0" src="https://freight.cargo.site/w/1000/i/aec27c9dae0091bb94e3d21015fe32563f265efbae149459e8345a7b140e9f75/eating_crepes.jpg" /> The characters often have a quirky skeleton, sometimes with an organic calligraphic influence, and with a slight nod to Victorian grotesque styles. It has very low contrast, and fairly condensed proportions, but is very readable in text sizes without losing its flavour. The uppercase set has a more sober voice to increase the possibility of hierarchical variation when typesetting, since the family has no italics or small caps. As a reference to the playful Victorian Grotesque influence, I also designed a set of symbols inspired by travel, which can be typeset in a continuous line to form a custom route of travel over hills, mountains and seas. <img width="2000" height="1000" width_o="2000" height_o="1000" data-src="https://freight.cargo.site/t/original/i/34ac3bcc36f3a7c103fe92cfb6242199dfbfda35e13529d1323aaf539cda8352/text_bligh.jpg" data-mid="8556463" border="0" src="https://freight.cargo.site/w/1000/i/34ac3bcc36f3a7c103fe92cfb6242199dfbfda35e13529d1323aaf539cda8352/text_bligh.jpg" /><img width="2000" height="2000" width_o="2000" height_o="2000" data-src="https://freight.cargo.site/t/original/i/e41de067cd19b2e03a4b5fc2ccd1a1c66e8d1a2324caf9de9b0c550f5e1f449c/considere_rapaz.jpg" data-mid="8556459" border="0" src="https://freight.cargo.site/w/1000/i/e41de067cd19b2e03a4b5fc2ccd1a1c66e8d1a2324caf9de9b0c550f5e1f449c/considere_rapaz.jpg" /> To purchase the font, please visit Dalton Maag's website (you can also get a free trial license there!). https://luisabaeta.com/Artstring Sat, 07 Oct 2017 20:51:57 +0000 Luisa Baeta https://luisabaeta.com/Artstring Logo + icons Artstring Logo and icons for Artstring, an app that transforms museums into spaces of shared emotions. 2016–17 Logo and icons for the app “Artstring”. <img width="5833" height="3750" width_o="5833" height_o="3750" data-src="https://freight.cargo.site/t/original/i/00b6a4d1c61a8206e82df5cde4bfacc6b3c0e1e9c3376a08337a8e75316f0899/artstring_logo_01_behance.gif" data-mid="8652642" border="0" src="https://freight.cargo.site/w/1000/i/00b6a4d1c61a8206e82df5cde4bfacc6b3c0e1e9c3376a08337a8e75316f0899/artstring_logo_01_behance.gif" /> Artstring is an app that transforms museums into spaces of shared emotions. It challenges the top-down authority of the museum as having the “one true interpretation” of artwork, and encourages visitors to form their own connections and string together a collection of pieces that evoke an emotional response. I was asked to design the logo and monogram, the icons for the app, and the visual identity for the expansion of the app into real-world applications (in progress), and items that could be sold in museum shops. <img width="5833" height="2500" width_o="5833" height_o="2500" data-src="https://freight.cargo.site/t/original/i/8db2c8b0cc9d70625306e0884b20d673f9d65b2b10a21cc36e4e75e4e84cbe5b/artstring_icons_01_behance.gif" data-mid="8652641" border="0" src="https://freight.cargo.site/w/1000/i/8db2c8b0cc9d70625306e0884b20d673f9d65b2b10a21cc36e4e75e4e84cbe5b/artstring_icons_01_behance.gif" /> The design of the logo and icons form the basis for the identity of the project. The icons are designed through a continuous line with a friendly feel. The monogram and flourish of the logo reference the baroque aesthetic of painting frames in traditional museums, rendered in an informal, naïve way to emphasize the approachability of museums and art through the app. The app is currently under development and has been tested within the scope of the National Gallery in London. <img width="1500" height="643" width_o="1500" height_o="643" data-src="https://freight.cargo.site/t/original/i/ceed8892267a2f620e814881d9005a05e0795cac7c97033d896d85551822db04/artstring_buttons_and_business_card.png" data-mid="83609783" border="0" src="https://freight.cargo.site/w/1000/i/ceed8892267a2f620e814881d9005a05e0795cac7c97033d896d85551822db04/artstring_buttons_and_business_card.png" /><img width="5833" height="3750" width_o="5833" height_o="3750" data-src="https://freight.cargo.site/t/original/i/7355440ba7783aeea5af0144f242442a204bcccff29aa3cd93bee1d522052a83/artstring_icons_01_behance4.png" data-mid="8652646" border="0" src="https://freight.cargo.site/w/1000/i/7355440ba7783aeea5af0144f242442a204bcccff29aa3cd93bee1d522052a83/artstring_icons_01_behance4.png" /><img width="5833" height="3750" width_o="5833" height_o="3750" data-src="https://freight.cargo.site/t/original/i/4f2f790eaec89c634c8f0060eac2b1fdf76eeb727b60521a85550c1998aa107a/artstring_icons_01_behance3.png" data-mid="8652645" border="0" src="https://freight.cargo.site/w/1000/i/4f2f790eaec89c634c8f0060eac2b1fdf76eeb727b60521a85550c1998aa107a/artstring_icons_01_behance3.png" /><img width="5833" height="3750" width_o="5833" height_o="3750" data-src="https://freight.cargo.site/t/original/i/de9f9f9a62f794f0f3db81cc492e2fd78f14ef5d029bbf300c7fd7ae49624f35/artstring_icons_01_behance5.png" data-mid="8652647" border="0" src="https://freight.cargo.site/w/1000/i/de9f9f9a62f794f0f3db81cc492e2fd78f14ef5d029bbf300c7fd7ae49624f35/artstring_icons_01_behance5.png" /> https://luisabaeta.com/Dalton-Maag Sat, 07 Oct 2017 20:51:58 +0000 Luisa Baeta https://luisabaeta.com/Dalton-Maag Type design Dalton Maag Samples of projects designed during 3 years as a type designer at Dalton Maag. 2012–2015 Samples of work done as a font designer at Dalton Maag (London, UK). All samples shown here were designed with the support of the Dalton Maag team. I worked at the Dalton Maag type foundry for three years, designing custom typefaces, doing typographic refinement and working on typefaces for the Dalton Maag library, often as a project leader. The work spanned both Latin and non-Latin scripts, including Greek, Cyrillic, Thai and Devanagari. <img width="4739" height="2387" width_o="4739" height_o="2387" data-src="https://freight.cargo.site/t/original/i/607fc5540aa274d2a2fea747d157b31d4022589a483f8c16077bafc5b37fef74/dama_nokia_ethiopic.png" data-mid="8700352" border="0" src="https://freight.cargo.site/w/1000/i/607fc5540aa274d2a2fea747d157b31d4022589a483f8c16077bafc5b37fef74/dama_nokia_ethiopic.png" /> Nokia Ethiopic (with Riccardo de Franceschi and the Dalton Maag team) One of my favorite projects was Nokia Headline Ethiopic. It is a headline version of the Nokia Pure typeface for the Ethiopic (or Amharic) script. It is a rare but challenging treat to work on the Ethiopic script. The script is by nature quite uneven, both in spacing, as there are cuts and protruding limbs which create gaps, and also in texture, as there are slight variations in inclination between characters, which makes the text appear dancing on the page. I did the full headline adaptation for five weights, with its character set of around 500 glyphs for each weight. The lead designer for the text version of the typeface was Riccardo de Franceschi. <img width="4833" height="2315" width_o="4833" height_o="2315" data-src="https://freight.cargo.site/t/original/i/e246de1e67d961901fd9ffe7cb067908cdae25f46d1c8d4db5205ebdd7de7afd/dama_fallback.png" data-mid="8700349" border="0" src="https://freight.cargo.site/w/1000/i/e246de1e67d961901fd9ffe7cb067908cdae25f46d1c8d4db5205ebdd7de7afd/dama_fallback.png" /> Icons — fallback font (with Eleni Beveratou and the Dalton Maag team) Another personal favorite was work done for a fallback symbols font. It has been difficult to research: it is not easy to find reliable information on the subject, and the symbol set is very heterogeneous, combining groups of glyphs from many sources and with a variety of uses. Still, this has been a lot of fun to work on, and to apply typographic principles to what is essentially a set of small illustrations. Finally, here is some work done for Hewlett Packard Devanagari (lead designer: Amélie Bonet), and the handwritten-style typeface designed for Lush Cosmetics (lead designer: Riccardo de Franceschi). <img width="2163" height="2386" width_o="2163" height_o="2386" data-src="https://freight.cargo.site/t/original/i/4264ed9db1acfbb899782d2564705f751625ce95927afd5b52118e817984e8d1/dama_hp_devanagari.png" data-mid="8700350" border="0" src="https://freight.cargo.site/w/1000/i/4264ed9db1acfbb899782d2564705f751625ce95927afd5b52118e817984e8d1/dama_hp_devanagari.png" /> <img width="2162" height="2388" width_o="2162" height_o="2388" data-src="https://freight.cargo.site/t/original/i/54f12daa5b1702bc1e4c385b72058fec2c1ebb9fcde8e0bbfb03a8848a9af44e/dama_lush.png" data-mid="8700351" border="0" src="https://freight.cargo.site/w/1000/i/54f12daa5b1702bc1e4c385b72058fec2c1ebb9fcde8e0bbfb03a8848a9af44e/dama_lush.png" /> https://luisabaeta.com/Urban-Letterscape Fri, 05 Jan 2018 18:33:39 +0000 Luisa Baeta https://luisabaeta.com/Urban-Letterscape Lettering +&nbsp;Illustration&nbsp; Urban Letterscape A personal project of illustrations based on lettering seen on shopfronts and signage around different cities. 2014 Personal project: Illustrations of lettering seen on shop fronts <img width="1400" height="669" width_o="1400" height_o="669" data-src="https://freight.cargo.site/t/original/i/acb96e797ff46f7ae726ccf3f801aad2fd330119b1976a906e2dd165f2307a90/beav_rivage_smaller.png" data-mid="8911841" border="0" src="https://freight.cargo.site/w/1000/i/acb96e797ff46f7ae726ccf3f801aad2fd330119b1976a906e2dd165f2307a90/beav_rivage_smaller.png" /> This is a personal project of illustrations based on lettering seen on shopfronts&nbsp; and signage in different cities. After moving from Brazil to Europe, I became fascinated with the different changing typographic landscape I found. I started taking pictures of shopfronts, walls and other such lettering, and keeping them in my hard drive, not quite sure what to do with it. This became a habit, even when going back home to visit (although it’s always more exciting when I’m traveling). <img width="1200" height="573" width_o="1200" height_o="573" data-src="https://freight.cargo.site/t/original/i/6837f7cc2c6e33f33001237d62b9d0b3b7615bbaebdb9581839c7f58a0eae079/a_campesina_rust_smaller.jpg" data-mid="8911840" border="0" src="https://freight.cargo.site/w/1000/i/6837f7cc2c6e33f33001237d62b9d0b3b7615bbaebdb9581839c7f58a0eae079/a_campesina_rust_smaller.jpg" /> I started making illustrations out of some of these pictures. This has been a very enjoyable process. At the time I was working as a type designer, moving curves around lettershapes all day, but it was refreshing to notice how different it is to translate a 3-dimensional object into an illustration, and to draw shapes of letters that are not necessarily part of a bigger system (aside from perhaps an illustration style), not to mention using colour (I had almost forgotten what colour looked like!). I hope to continue with more of these when I get a chance. <img width="1200" height="531" width_o="1200" height_o="531" data-src="https://freight.cargo.site/t/original/i/1c5161226365a878f648b9c8a8f5bc48f1cc1e844431dc8fe0ba9acc7ab9625a/pizzicheria.jpg" data-mid="8911842" border="0" src="https://freight.cargo.site/w/1000/i/1c5161226365a878f648b9c8a8f5bc48f1cc1e844431dc8fe0ba9acc7ab9625a/pizzicheria.jpg" /> https://luisabaeta.com/Jamelao Fri, 05 Jan 2018 18:34:13 +0000 Luisa Baeta https://luisabaeta.com/Jamelao Logo + Branding + Lettering Jamelão Logo and branding for a band that mixes Jamaican music with other genres. 2016︎Selected for the 12th Brazilian Graphic Design Biennial (Bienal ADG) in 2017. <img width="1600" height="1159" width_o="1600" height_o="1159" data-src="https://freight.cargo.site/t/original/i/a5f58e551451525b8076c86f048d6d1e0506bae083eefffba952e9412e05b5d9/logo_jamelao.png" data-mid="8916136" border="0" src="https://freight.cargo.site/w/1000/i/a5f58e551451525b8076c86f048d6d1e0506bae083eefffba952e9412e05b5d9/logo_jamelao.png" /> This logo was created for an independent band from Rio de Janeiro that mixes Jamaican rhythms, especially ska and rocksteady, with other sounds from Brazil and abroad, from tropicália to punk. The logo is essentially customized lettering that may be used in different ways, and the position and angle of the overlapping layers can change.The aim of the band was to have a recognizable look that represented its mixture of sounds, and that suggested Jamaica in an informal and modern way, without resorting to the graphic clichés of Jamaican music. <img width="1400" height="1049" width_o="1400" height_o="1049" data-src="https://freight.cargo.site/t/original/i/7d11e8fbcd6eb3e6432f77448b547d0d6c8f6d60699be067d626f8cdeec1082c/jamelao_lettering_02.gif" data-mid="8915622" border="0" src="https://freight.cargo.site/w/1000/i/7d11e8fbcd6eb3e6432f77448b547d0d6c8f6d60699be067d626f8cdeec1082c/jamelao_lettering_02.gif" /> <img width="1400" height="933" width_o="1400" height_o="933" data-src="https://freight.cargo.site/t/original/i/8257a88b5bc55bc383d1763386952968c7132121dc4c72604733827060a42f98/jamelao_business_card_mockup.png" data-mid="8915617" border="0" src="https://freight.cargo.site/w/1000/i/8257a88b5bc55bc383d1763386952968c7132121dc4c72604733827060a42f98/jamelao_business_card_mockup.png" /><img width="1400" height="933" width_o="1400" height_o="933" data-src="https://freight.cargo.site/t/original/i/a669fa58a45e311fd6e7b438d71feb9c0b3c2a5b012fe921737a68ef3ac65bba/jamelao_LP_mockup.png" data-mid="8915620" border="0" src="https://freight.cargo.site/w/1000/i/a669fa58a45e311fd6e7b438d71feb9c0b3c2a5b012fe921737a68ef3ac65bba/jamelao_LP_mockup.png" /><img width="1400" height="2100" width_o="1400" height_o="2100" data-src="https://freight.cargo.site/t/original/i/7d6d4c6f3ed37e8c51e5f43642fb3dd91f16f45349bb30bf4e37d3d694f68e9a/jamelao_buttons_mockup.png" data-mid="8915618" border="0" src="https://freight.cargo.site/w/1000/i/7d6d4c6f3ed37e8c51e5f43642fb3dd91f16f45349bb30bf4e37d3d694f68e9a/jamelao_buttons_mockup.png" /><img width="1400" height="2100" width_o="1400" height_o="2100" data-src="https://freight.cargo.site/t/original/i/4033887c32f61bfab52be135607328e9d373a9d143e5e149c2ab16615c631efa/jamelao_flyer_mockup.png" data-mid="8915619" border="0" src="https://freight.cargo.site/w/1000/i/4033887c32f61bfab52be135607328e9d373a9d143e5e149c2ab16615c631efa/jamelao_flyer_mockup.png" /> https://luisabaeta.com/Arlecchino Fri, 05 Jan 2018 18:48:42 +0000 Luisa Baeta https://luisabaeta.com/Arlecchino Type Design Arlecchino A type family that plays with different styles while keeping the same spirit 2011 Coursework for Masters degree in Typeface Design, University of Reading, UK. <img width="1500" height="1600" width_o="1500" height_o="1600" data-src="https://freight.cargo.site/t/original/i/7dc9641ea8341987474dd0ecd69bb488ee1eea27f2714d1f21852822c8b7e919/arlecchino_03.png" data-mid="9282783" border="0" src="https://freight.cargo.site/w/1000/i/7dc9641ea8341987474dd0ecd69bb488ee1eea27f2714d1f21852822c8b7e919/arlecchino_03.png" /> The type family Arlecchino, still a work in progress, explores the possibilities of style differences within weights of a type family while maintaining harmony. The curves carry the gestural quality of fast sketches and result in a playful typeface with a strong personality, legible and readable in text settings. It has been designed for the Latin and Greek scripts as part of a Masters degree in type design in Reading, UK. This was my first contact with type design (I had no previous knowledge whatsoever of the subject before going to study in Reading). Many of the design decisions have been made with the intent of learning as much as possible during that year of study, which led to an attempt to combine many different styles within a single type family. While I would probably take many different directions if I were to tackle the same brief today, the project did serve its learning purpose and allowed me to experiment with different styles that share the same flavor.&nbsp; The challenge was also to adapt the dynamism of fast and loose sketches into the systematic language of text typography. At present, the project is slowly being developed further for release as soon as it is completed. <img width="1500" height="2804" width_o="1500" height_o="2804" data-src="https://freight.cargo.site/t/original/i/acb5d56c651d8014ad75e015899afb83613afc7ba20ec7532773dc7102ad5370/arlecchino_01.png" data-mid="9282781" border="0" src="https://freight.cargo.site/w/1000/i/acb5d56c651d8014ad75e015899afb83613afc7ba20ec7532773dc7102ad5370/arlecchino_01.png" /> <img width="1500" height="1891" width_o="1500" height_o="1891" data-src="https://freight.cargo.site/t/original/i/d18e310ad14dbd2f812c59de5c53f1742916874f9030166b8a0ff5e487dece6b/arlecchino_02.png" data-mid="9282782" border="0" src="https://freight.cargo.site/w/1000/i/d18e310ad14dbd2f812c59de5c53f1742916874f9030166b8a0ff5e487dece6b/arlecchino_02.png" /> https://luisabaeta.com/Logo-collection Mon, 18 May 2026 21:18:42 +0000 Luisa Baeta https://luisabaeta.com/Logo-collection logo + brandingLogo collectionSelected logos and wordmarks from over the years. 2015–2026Studio: Various<img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/1ed96ed9a176543d4b10f4d5ddd35790a72bf2f348e1d27707de6fc0da6c757a/Artboard-7.png" data-mid="248449463" border="0" src="https://freight.cargo.site/w/1000/i/1ed96ed9a176543d4b10f4d5ddd35790a72bf2f348e1d27707de6fc0da6c757a/Artboard-7.png" />Here is a selection of a few logos, wordmarks, monograms and symbols I worked on over the years, both as part of an agency and as an independent designer. I realize I’m not adding much context here, but some of these have full case studies elsewhere in the website, which I imagine nobody will ever read, but if you’re one of the few people who actually reads the text in portfolio websites and you want any more info on any of the logos shown here, just let me know!<img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/b9850c925ce9c85adb28d6075738f2114d6300f8767bb346a7c4d5fcf416dbdf/Artboard-1.png" data-mid="248449464" border="0" src="https://freight.cargo.site/w/1000/i/b9850c925ce9c85adb28d6075738f2114d6300f8767bb346a7c4d5fcf416dbdf/Artboard-1.png" /><img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/f942d3e11e2f0b8cfda3ce8119c5b532849cf7caa0f817c9d1353ea5b40d8302/Artboard-2.png" data-mid="248449455" border="0" src="https://freight.cargo.site/w/1000/i/f942d3e11e2f0b8cfda3ce8119c5b532849cf7caa0f817c9d1353ea5b40d8302/Artboard-2.png" /><img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/759982866aeaaa55d4198a6a19b89b2c37e3ec3e6ca9c820ea53a1f2fae59ec6/Artboard-9.png" data-mid="248449461" border="0" src="https://freight.cargo.site/w/1000/i/759982866aeaaa55d4198a6a19b89b2c37e3ec3e6ca9c820ea53a1f2fae59ec6/Artboard-9.png" /><img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/b48f28fdee1d970d66c08f4edee38c9a51e4dbe939415dec2edb01c6862db985/Artboard-3.png" data-mid="248449457" border="0" src="https://freight.cargo.site/w/1000/i/b48f28fdee1d970d66c08f4edee38c9a51e4dbe939415dec2edb01c6862db985/Artboard-3.png" /><img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/6530555a51a994ed7fa37aed336dc632088dd03b99b287acb244a206ef98eb5f/Artboard-4.png" data-mid="248449462" border="0" src="https://freight.cargo.site/w/1000/i/6530555a51a994ed7fa37aed336dc632088dd03b99b287acb244a206ef98eb5f/Artboard-4.png" /><img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/e5d99f866b135204ff6bf77adf810e791bc44e452e44499dd88a0f165579f6bb/Artboard-6.png" data-mid="248449459" border="0" src="https://freight.cargo.site/w/1000/i/e5d99f866b135204ff6bf77adf810e791bc44e452e44499dd88a0f165579f6bb/Artboard-6.png" /><img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/2dcc9f6f7014715eaeadffeb3a766b20ccc61c72385c4c257785a2d2dab31d47/Artboard-10.png" data-mid="248449456" border="0" src="https://freight.cargo.site/w/1000/i/2dcc9f6f7014715eaeadffeb3a766b20ccc61c72385c4c257785a2d2dab31d47/Artboard-10.png" /><img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/46f56528f6cd310d6691b4e6a9e147ea115de6c487c8a9b197935b283260e706/Artboard-8.png" data-mid="248449458" border="0" src="https://freight.cargo.site/w/1000/i/46f56528f6cd310d6691b4e6a9e147ea115de6c487c8a9b197935b283260e706/Artboard-8.png" /><img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/05f4e30c5e6ad0a6a632f90f9509751adfd66bf9e7a205055251633023fdefdd/Artboard-5.png" data-mid="248449460" border="0" src="https://freight.cargo.site/w/1000/i/05f4e30c5e6ad0a6a632f90f9509751adfd66bf9e7a205055251633023fdefdd/Artboard-5.png" />Thank you for reading this far! https://luisabaeta.com/Alphabettes Tue, 12 Jun 2018 23:13:04 +0000 Luisa Baeta https://luisabaeta.com/Alphabettes Lettering + Design Alphabettes The Alphabettes is a blog that showcases the work and research of women in typography.&nbsp; 2016—18Lettering and design for Alphabettes, both published and unpublished. I am proud to be a member of Alphabettes, and over the last few years have contributed in different ways. This includes articles (they’re linked in the More section of this website, and if you click that far, I strongly urge you to go down the rabbit hole and read other articles in the blog), helping organise some great initiatives such as Alphacrit and the Alphabettes Mentorship, and, every now and then, jumping in to do some lettering or quick design work.&nbsp; This is a collection of the lettering and design work I have contributed (or, in one case, will contribute!). Some of the work shown here was used, some was not, and some is still unfinished.&nbsp; <img width="1400" height="1152" width_o="1400" height_o="1152" data-src="https://freight.cargo.site/t/original/i/673346beaf53607afed4b7ba2640263fdef54536bdd422367c143671729748cc/variety_show_03-06.svg" data-mid="18115053" border="0" src="https://freight.cargo.site/w/1000/i/673346beaf53607afed4b7ba2640263fdef54536bdd422367c143671729748cc/variety_show_03-06.svg" /> Lettering for the Alphabettes Variety Show The Alphabettes Variety Show has been happening for three years at the Typographics festival, in New York. I did the lettering for the third edition. Shown above is the finished version, and below is the sketch. <img width="2482" height="1627" width_o="2482" height_o="1627" data-src="https://freight.cargo.site/t/original/i/6491ea3a2d2a1ca6d8108114a6a959388f3cc3d464e030fcd9f2c3826e2aa88a/variety_show_01.jpg" data-mid="18115071" border="0" src="https://freight.cargo.site/w/1000/i/6491ea3a2d2a1ca6d8108114a6a959388f3cc3d464e030fcd9f2c3826e2aa88a/variety_show_01.jpg" /> This is the sketch for the Alphabettes Variety Show lettering (shown above). It’s unpolished, as I did most of the cleaning up digitally. Letterlove, later called Love Letters, is probably my favourite series of articles, featuring declarations of love for different typographic wonders to celebrate Valentine’s Day during the whole month of February 2016. We initially thought it might be cool to have some lettering on the first image of every post, and I worked on this (recyling some letterforms I photographed in Rome, as that is my biggest letter love). In the end, we decided the images in the posts were so great that they didn’t need any extra lettering, and this was never used. <img width="640" height="426" width_o="640" height_o="426" data-src="https://freight.cargo.site/t/original/i/2f3885488a55befdec3012d339b1a2f2a6a6db02501a63a380d53bea447ca63c/test.png" data-mid="18115109" border="0" src="https://freight.cargo.site/w/640/i/2f3885488a55befdec3012d339b1a2f2a6a6db02501a63a380d53bea447ca63c/test.png" /> (Unused) lettering for the Love Letters series Another series was Greetings From..., where different women contribute a type-related location or activity from wherever they were spending their summer in August 2016. We decided to include a fictional passport stamp in the first image from each post, and I designed them, using lettering and typefaces designed by women. Here is the full collection. <img width="1400" height="1872" width_o="1400" height_o="1872" data-src="https://freight.cargo.site/t/original/i/fbc408a7810364e4b6625d86127d720449b1050d756544cceb9e4756072be39b/passports_04.png" data-mid="18115191" border="0" src="https://freight.cargo.site/w/1000/i/fbc408a7810364e4b6625d86127d720449b1050d756544cceb9e4756072be39b/passports_04.png" />