Timepieces, 2015

This assignment was a substantive and formal investigation of the brand identity of Leica, which shows the timelessness and durability of their products as a starting point. The target group is a select group of customers who receive this calendar as a New Years gift. In my design there’s an indirect but nevertheless palpable reference to the brand. The look and feel are important but also the typography, form and color use are an important part of this project.


Each month consists out of two circles, there are numbers on the outer circle that refer to the shutter speed. You can spin the inner circle and they vary in size for each month depending on the size of the aperture in that month. The more sunlight in that month, the smaller the diafragma and vice versa. There's also a color gradient which refers to the ISO. In winter it’s darker outside, so you need more light than in the summer.

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