Milkweed
Brand Identity, Rebranding
Instructor: Paula Scher
Milkweed is a rebranding project that establishes a more cohesive and system-driven identity. Rooted in language, the system uses glyphs as generative forms, directly connecting to publishing. Inspired by the structural parallel between milkweed seeds and an open book, the symbol reflects pages unfolding like dispersing fibers. The identity operates as a system of expansion, allowing ideas to spread, connect, and accumulate over time.
Concept
Forms originate from a single point and expand into a network, framing publishing as a process of dispersion.