Smirnoff logo concept

Design concepts for revised Smirnoff brand with JWT New York and Landor Associates. Commissioned and oversaw development of Smirnoff font designed by Hoefler & Frere-Jones type foundry for the client.

PK concept design on left, with Landor's approved design on right
Commissioned Smirnoff type family by Hoefler & Frere-Jones Type Foundry.
Development of type using enlarged ink traps in letter forms to echo new bottle geometry.
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