The California Project is one of several cross disciplinary creative efforts by Brent Haas. It seeks to create a series of limited edition art objects that intend to question the relationship between man and object.
The client asked ceft and company to create a logo that reflects this duality of man and object and remain true to its artful nature,
ceft and company focused its design on the idea of "clash of contradictions". the 2 voices, one the desire to own object, the other, the wish to free one of worldly consumption.
ceft and company new york's visual identity for The California Projects is based on the notion that the consumer has to seek for the meaning or path, hence the re-arrangement of the letters in the logo typeface. The tracking of the letters are based on a duality of being legible but at the same time hidden, this synergy creates a highly memorable icon that is minimal yet complex.