Brief: To produce a series of logotypes for a brand or company of your choice. Working with distinct letterforms, you will use and/or re-purpose a typeface to appropriately represent a brand.
Presume
Definition: To assume or take beforehand esp. to do or undertake without leave or authority previously obtained.
Verb
1. To suppose that something is the case on the basis of probability.
2. Be arrogant or impertinent enough to do something.
- To make unjustified demands; take liberties.
- Unjustifiably regard something as entitling one to privileges.
Origins:
Comes from two Latin words prae, meaning before and sumere, meaning to take. Later on in history, these words were combined to create the word praesūmere, meaning to anticipate. Then translated into Old French presumer, until eventually also being translated into Late Middle English as presume. (1300 - 1350)
How could this word reflect a brand?
Particularly interested in the Latin word praesūmere, meaning to anticipate. The idea of anticipation reminded me of perfume advertisements in how the majority are sexualised and reflect the idea of seduction. Accents and diacritics are also used a lot in perfume names, to reflect the country of origin of the brand/company, therefore the accented u in praesūmere is also of interest.
Presume Branding:
A form of disruption branding. This is where the company aims to make people realise the presence of a product, achieved by placing products in those places where they are assumed to get a lot of recognition and exposure. For example, product placement in movies and TV shows, as well as online when placing notes or photographs on a website.
(Brand Psychology: Consumer Perceptions, Corporate Reputations - Jonathon Gabay, 2015, page 101).
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