EVOLUTION OF CRAFT
The forward trajectory of craft, Fathom + Form style. With an eye to systems, modularity, and design, F + F’s neo-craft practice takes center stage.
The Goal
Continuing from before: the overall goal of each of the concepts is to inject personality into an otherwise static field, dominated by a modernist and neo-modernist aesthetic.
We are reminded of our muse: Orville Peck. Equal parts visually stunning and conceptually challenging, with nods to the history of Country music and the outlandish flashiness of show girls and go-go dancers, Peck embodies his own unique style without letting that style overshadow his authentically skilled musicianship.
The Logic
This concept focuses on F+F’s dedication to the canon of craft. The underlying theme is the purity of the work, and in the spirit of Frank Lloyd Wright, innovation arises from this source.
Color usage is again restrained, however, in this instance, color takes on a linear quality. It is an element of drawing, giving a nod to the hand drawn beginnings of each design.
In addition to a linear quality, the overall form has a strong modular stress to it. Both lines and modules are clearly evident in imagery and in the underlying grid structure. The strong grid of the graphic work harmonizes with F+F’s metal work.
Typography takes on a similar modular/linear quality as well. Lengthening and widening of form and counters, stacking and layering of type— the structure, interaction, and function of letters is stressed.
The Social Presence
Modularity and the feeling of the grid structure is key in this social presence. The grid, line, and module become simultaneously the object and the subject of the visual imagery.
The Look
