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Client
LA TANIT
Service

logo, Experience

In April 2012 we got to know Tanit Plana, photographer, artist, difficult to label.
Months later she asked us if we could create a logo for her. Honour, responsibility, enthusiasm.

Proposal
Tanit asked us for a classic logo, very classical. A logo from before. She said she liked “the logos of English tailors”.

Caslon: we looked for a classical typeface, fine, elegant and easy to read. While investigating we came across Caslon and discovered its history. It was an English typeface that was exported a great deal to the US, in fact it was used for the Declaration of Independence. We were interested in the fact that the prints acquired a more rough aspect, a more irregular texture due to the typeface rusting during the transatlantic voyage by ship from England.

From the very beginning we agreed that its image had to be organic. Tanit’s work seemed like that to us, and it also makes us feel it fits with her, with the person.

We also wanted to maintain the article in Catalan “la”, bringing her closer, so Tanit. I am La Tanit. And I’ve been working since 1998.

We also added the lt. option. Like a signature, initials that could function like a fly, and that enter the context that we´re looking for.

Process
Through La Tanit we got to know Miqui, the engraver. And we asked him for a metallic plaque with the logo engraved on it. This meant oxidising it, to give it a more organic look with the rust.
One of the aspects in Tanit’s photography that drew our attention is that many of her projects are about process, passage: LIFE.

At this point we’re thinking that Tanit’s logo has to be constantly in process, always alive. We should work with the natural rusting of the plaque and when we place ink over the plaque we capture an imprint to find this desired effect. And so on, periodically. Over the months and the years, the logo will change slightly. The textures and the finish change as we go along, the logo is alive and in a continuous process of natural oxidation. We are capturing this state.

First capture
We take the plaque to Majorca. We leave it in seawater, exposed to the elements. After a month it begins to erode. We apply ink and capture the first impression on paper. We have the logo in its first state.

_____________________________________________________________

Slow: La Tanit had never had a logo.  Why now?

Tanit Plana: Because of an impulse.
Because of you.
Everything you do and the way you do it seems to me to be delicate and strong at the same time.
You value the quality of being able to be changing, the possibility of evolving.
Even more so now, because I see in you, in what you are doing, attributes such as risk, exploration and the search for a particular beauty.

S: What have you explained to those who have first seen the logo and the image, and what have they said.

TP :ooooh yes
oooooh ooh yes
oooooh
ooooh
yes
I like it because there´s no need to explain anything

It works at first sight
PAM

S: 5 songs to go make photos

LT: 5 impossible.
Today I make a list, tomorrow I´ll make you a completely different one.

‘Sunny’ by Bobby Hebb
‘Please Mister Postman’ by The Marvelettes
‘You can’t hurry love’ by The Supremes
‘Wouldn’t it be nice’ by The Beach boys
‘Tu vuo fa l’americano’ by Renato Carosone
‘Teach your children’ by Crosby, Stills, Nash & Young
‘She is a rainbow’ by The Rolling Stones
‘Common people’ by Pulp
‘Wanna Boom’ by Mujeres

S: What inspires you?

LT:The idea of ‘inspiration’ makes me think of a creator lying on a sofa while a muse appears in a pink cloud and whispers key concepts. I don´t work like that. I don’t get inspired.
Living for me generates a lot of questions, I like life and I like everything that I don´t know about it.
My grandmother’s dying generated a lot of curiosity in me, tenderness, and an enormous desire to accompany her.
Love is a marvellous polyhedronic mystery.
Photography is one of the ways I have of being these to live these situations, in first, in second and in third persona at the same time.
Photographing naturally.

Client
LA TANIT
Service

logo, Experience

In April 2012 we got to know Tanit Plana, photographer, artist, difficult to label.
Months later she asked us if we could create a logo for her. Honour, responsibility, enthusiasm.

Proposal
Tanit asked us for a classic logo, very classical. A logo from before. She said she liked “the logos of English tailors”.

Caslon: we looked for a classical typeface, fine, elegant and easy to read. While investigating we came across Caslon and discovered its history. It was an English typeface that was exported a great deal to the US, in fact it was used for the Declaration of Independence. We were interested in the fact that the prints acquired a more rough aspect, a more irregular texture due to the typeface rusting during the transatlantic voyage by ship from England.

From the very beginning we agreed that its image had to be organic. Tanit’s work seemed like that to us, and it also makes us feel it fits with her, with the person.

We also wanted to maintain the article in Catalan “la”, bringing her closer, so Tanit. I am La Tanit. And I’ve been working since 1998.

We also added the lt. option. Like a signature, initials that could function like a fly, and that enter the context that we´re looking for.

Process
Through La Tanit we got to know Miqui, the engraver. And we asked him for a metallic plaque with the logo engraved on it. This meant oxidising it, to give it a more organic look with the rust.
One of the aspects in Tanit’s photography that drew our attention is that many of her projects are about process, passage: LIFE.

At this point we’re thinking that Tanit’s logo has to be constantly in process, always alive. We should work with the natural rusting of the plaque and when we place ink over the plaque we capture an imprint to find this desired effect. And so on, periodically. Over the months and the years, the logo will change slightly. The textures and the finish change as we go along, the logo is alive and in a continuous process of natural oxidation. We are capturing this state.

First capture
We take the plaque to Majorca. We leave it in seawater, exposed to the elements. After a month it begins to erode. We apply ink and capture the first impression on paper. We have the logo in its first state.

_____________________________________________________________

Slow: La Tanit had never had a logo.  Why now?

Tanit Plana: Because of an impulse.
Because of you.
Everything you do and the way you do it seems to me to be delicate and strong at the same time.
You value the quality of being able to be changing, the possibility of evolving.
Even more so now, because I see in you, in what you are doing, attributes such as risk, exploration and the search for a particular beauty.

S: What have you explained to those who have first seen the logo and the image, and what have they said.

TP :ooooh yes
oooooh ooh yes
oooooh
ooooh
yes
I like it because there´s no need to explain anything

It works at first sight
PAM

S: 5 songs to go make photos

LT: 5 impossible.
Today I make a list, tomorrow I´ll make you a completely different one.

‘Sunny’ by Bobby Hebb
‘Please Mister Postman’ by The Marvelettes
‘You can’t hurry love’ by The Supremes
‘Wouldn’t it be nice’ by The Beach boys
‘Tu vuo fa l’americano’ by Renato Carosone
‘Teach your children’ by Crosby, Stills, Nash & Young
‘She is a rainbow’ by The Rolling Stones
‘Common people’ by Pulp
‘Wanna Boom’ by Mujeres

S: What inspires you?

LT:The idea of ‘inspiration’ makes me think of a creator lying on a sofa while a muse appears in a pink cloud and whispers key concepts. I don´t work like that. I don’t get inspired.
Living for me generates a lot of questions, I like life and I like everything that I don´t know about it.
My grandmother’s dying generated a lot of curiosity in me, tenderness, and an enormous desire to accompany her.
Love is a marvellous polyhedronic mystery.
Photography is one of the ways I have of being these to live these situations, in first, in second and in third persona at the same time.
Photographing naturally.