Lift & Transport is a crane company from NYC. The concept for the mark was the letter L lifting up the letter T which also works as an ambigram. The challenge was to design the ampersand as a crane hook while carrying the elements of the original font.
TYPE EXPLORATIONS 01 I transformed the type substantially and transferred that same language to the ampersand.
TYPE EXPLORATIONS 02 Was a softer version with more round corners. I liked the characteristic differences between the type and the mark and thought they complimented each other well.
TYPE EXPLORATIONS 03 The client liked the 01 version but wanted to introduce some sharper edges to the typography, again the type was substantially altered—specifically the letters R and S.