The exploration of Mesoamerican motifs to create a new pattern language.
The defining element of the CH∆VEZ brand identity system is its pattern.
Creative Director Jett Butler and Designer Tom Ahn placed considerable time and value on developing a glyph palette, each representational of a contextual element of the project. This stated first in simple chalk studies, evolving into finely tuned elements cut from steel, burned into wood, and silkscreened on to various strata.
The glyphs symbolize the following:
C — rings or droplets in water of the adjacent pool
H — the Congress bridge
A — flame from the kitchen
V — the hulls of canoes and rowing sculls on the river
E — the bats flying from beneath the Congress bridge
Z — stairs leading from the banks to the riverside
Developed in 6 weights, the glyphs create patterns that evoke movement and structure similar to that found in Mesoamerican textiles and pottery.
These formal gestures can also be seen in contemporary Mexican folk art.
In many applications the pattern is deconstructed to terminate like a serape; fringed at the ends with a crisp line on the perpendicular.
The weight shifts Tom designed create an implied gradient allowing for a rich set of nearly infinite configurations. These are used in various different ways throughout the CH∆VEZ identity system.
For the final exploration—posters and advertisements—the palette was further extended to recreate the very forms that inspired the glyphs.