Abrazo Paris
Visual identity

Logotype (custom crafted lettering) for a new Parisian luxury tango shoe maker.

Logotype is drawn in 2 optical sizes for regular use and for small sizes, where the contrast is reduced so that the thin parts of the word stay visible in print and on screen. The Ab ligature represents an ‘Abrazo’ which literally translates from Spanish as ‘a hug’ — a tango couple in a passionate embrace. The diagonal stem of the ‘A’ and its sharp serif makes you think of Quebrada, a classic tango posture (leg of a female dancer wearing high heel shoes). Leaf terminals on lowercase ‘r’ and ‘a’ is an optimal design choice to represent movement. (Illustration of a tango couple by Zuer Chen)