phont visual communication

Statement
To affect people on an intimate level using graphic communication.

Phont
    Phont is a playful representation of the word font which directly relates to what I have dedicated my life to, visual communication & typography. In terms of Semiotics, the company name can be understood by describing the 3 forms of a sign.
Symbol: Phont, like any other word is composed of a string of letters. Each letter is an abstract symbol bearing no logical reference to the thing it stands for and must be learned to be understood.
Icon: Phonetically the word is an icon for the typographic term font.
Index: When the symbols (each letter) are decoded p-h-o-n-t they suggest the word elephant. This indexical reference is what made the elephant as a logo relevant.
    The word mark (phont visual communication): Typographic treatment of the word Phont very subtly refers to the image of an elephant facing left. The curly stem on the letter P refers to the trunk of an elephant, and the dot in the counter of the letter P (the eye) is a visual aid to the elephant reference.

Mark Daye