Advanced Laser Application Workshop Rebrand
The Advanced Laser Applications Workshop — ALAW — is an annual conference that showcases the latest advancements and applications in the industry. It's one of the many sub-brands, events, and other properties we have at FMA.
ALAW was one of the first properties I circled for a rebrand when I got promoted. The idea of doing something interesting with lasers seemed like a no-brainer. Additionally, I thought the typography left a lot to be desired.
Specifically, I hated the way the 'A' and 'W' in ALAW were on different angles.
I began the process by drawing custom letters, putting everything on a 100-point grid and trying my best to operate in units of five and 10. For the angle, I went with 30 degrees across the board. And for the descriptive text underneath the display letters, I went with the extra bold weight of Inter, the font we use body copy and for the majority of our sub-brand logos.
More on this project coming soon.