The Logic Behind The Typography For The Great Gatsby [Pics]

The Logic Behind The Typography For The Great Gatsby [Pics]

Like Minded Studio created the branding and Deco-styled logo for the recent feature film.

Emma Hutchings
  • 6 june 2013

Sydney-based Like Minded Studio collaborated with Baz Luhrmann, Catherine Martin and Bazmark team on the branding for the feature film The Great GatsbyThey realized Luhrmann’s vision and developed a bespoke Deco-styled logo reflective of the roaring 20s and Fitzgerald’s masterpiece.

Feature Film Branding Harkens Back To The Roaring '20s [Pics]

Like Minded Studio created a typeface to accompany the branding. The letterforms were customized and refinined to reflect the design of the main logo, including developing a system to combine solid and pinstriped characters in sequence when typing out words.

Inspiration for the typeface came from the alphabet designs of K.H. Schaefer. The final titles and logo were further rendered in 3D by Deva Studios to create the signature Gatsby style. Click through to see a selection of images of the process and branding:

The Great Gatsby


Transformable Table Maximizes Utility In Small Spaces

Design & Architecture
Syndicated Today

How Fashion Became All About Fonts

Why a new wave of designs have put typography front and center on your clothing

Retail Today

GM And Audi Are Experimenting With Car Rentals In SF

The automakers are trying something new to capture the segment of urban dwellers who don't want to own a car


Get PSFK's Related Report: Future of Advertising

See All
Travel Today

This Vertical Forest Hotel Will Improve The Air Around It

An architectural firm is creating a lush mountain lodging in China with so much greenery that it will actually clean the atmosphere

Related Expert

Justin Hendrix

Digital Media Maker

Europe Today

This Company Believes Insects Can Provide Biofuel To Power Our Future

A Polish group is testing out a new factory concept that can provide a source of renewable energy, and even serve space missions

Technology Today

Music Venue Caters To Virtual Reality Events

Boiler Room has launched the first VR hub for content creators to capture special footage for the masses

Gaming & Play Today

Automated Chessboard Lets You Play Against Anyone In The World

Square Off is an AI-powered board that can move the pieces on its own


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed Today

Creative Leadership Expert: Experiencing A Seismic Shift From Brand Loyalty To Interface Loyalty

Marc Shillum, founder of Chief Creative Office, explains why product designers must rethink the way they capture consumer attention

PSFK Labs Yesterday

The Keys For Exceptional Performance On And Off The Field

PSFK Labs' new report highlights five important insights for businesses to perform better than the competition

Technology Today

Contraband Recorder Helps Those In Need Capture Captive Conversations

Designer Marianna Mezhibovkaya created the device to help prison inmates capture crucial evidence of abuse

Advertising Today

A Compelling Brand Purpose Is Never Born In The Boardroom

Strategist and Designer Anna-Rae Morris shares why she believes all brands exist for a reason, and how Snapchat has upended our behavior

Fitness & Sport Today

Editorial Roundtable: The Xs And Os Of Performance-Enhanced Sports

WHOOP, ShotTracker, Rithmio, PlaySight, STYR Labs, EverybodyFights and Lift / Next Level Floats explain that we're only at the iceberg's tip of performance enhancement

Retail Today

Kodak’s Smartphone Is Inspired By A Retro Camera

Ektra is an Android phone with a powerful lens aimed at photographers

Sustainability Today

Modern Home Created Entirely Out Of Modular Shipping Crates

A project in Ecuador used the ubiquitous material to design a spacious and industrial-chic house

Retail Today

Retail Concept Offers Food Hall Inspired Space For Online Brands

The store will offer a lower cost way for internet entrepreneurs to try physical retailing

Advertising Today

Disney Retells Beauty And The Beast On Snapchat

In a partnership with LACMA, the entertainment platform drew from over 130,000 works in the museum's collection

No search results found.