In the contemporary culture of graphic design, an identity is commonly understood to mean much more than a logo. An identity is in fact, a system, often built in response to a form, generally a logo. Though a logo can be a powerful tool that can immediately convey meaning, it’s only one piece of the kit that makes up an identity. Identities can be established lacking this piece.

The work for the 2016 Typeforce 7 started in my usual manner: scouring semiotics for significant, dramatic meaning. Where better to look than a number with known recognition: seven. Beyond being the lucky number, it too symbolizes the deadly sins. These capital vices inspire a wealth of imagery and could make for a system with legs—here, toads represent greed, snakes depict envy. Lions portray wrath, snails illustrate sloth, pigs come to stand for gluttony. The goat constitutes lust, and the plumage perfect peacock personifies pride.