Geoff Thibeau

My old identity was extremely arbitrary and mildly embarrassing. The spaces in the letterforms served no purpose, and the typography, consequently, suffered greatly.

Hard Refresh

Conception

The inverted refresh icon fashioned to represent a capital G is immediately obvious, and the simplicity is intentional. I didn’t want anything overly complicated or “neat-o.” It needed to illustrate my passion for web and be easily adaptable to various promotional media: letterhead, business cards, direct-mail, e-mail.

©2009 Geoff Thibeau

Typography

Like the graphic mark, complication in the wordmark was avoided and replaced with subtlety. Typeface selection was determined by its complementary power to the “G refresh.” Kozuka Gothic Pro B filled that position nicely. It has smooth arcs, sharp terminals, and varying counters.

But Geoff!

Why didn’t you use the “refresh” as the G in your name?
It felt awkward and cliché, from my perspective.

Hierarchy

I realize that a shift has occurred in the site’s IA, but that’s alright with me. I actually prefer it. With the brand subordinated, focus is on the content of the site, whether that be the blog or the portfolio.

Think differently?

I’d love to hear what you think about the change. Please leave a comment below.