The Edit: five projects including Oddity’s impactful, calligraphic and ‘twirling’ identity for LURE

Each and every day, we’re lucky to discover dozens of interesting and inspiring projects from around the world. From global identities and campaigns to side projects and independently published books, The Edit is home to five of them; every two weeks. Who hasn’t enthusiastically rushed, leapt, or twirled around a new home, imagining the possibilities and feeling the excitement of a fresh start? Inspired by abstract dance movements, Oddity has built a brand identity for Dubai-based woman-led luxury real estate agency and lifestyle gallery LURE that metaphorically whirls around the concept of a dream abode. The logotype deconstructs glyphs into bold stems, symbolising house structures, while expressive curves infuse it with vibrant energy. This high-contrast design echoes the strength of women leaders and pays homage to Arabic calligraphy’s flowing yet angular nature. The abstracted design approach results in a mysterious yet versatile identity, subtly stating the brand name “for those in the know,” while allowing the graphics to adapt across various media. Characterised by rich earthy hues and a sturdy slab serif font, the identity of the American Landscapes exhibition, designed by Brooklyn-based design office Order, is rooted in the rich history and visual style of the Hudson River School painters. The exhibition, a collaboration between the Munson Museum of Art and the New-York Historical Society, celebrates one of the first American art movements, showcasing the unique style that emerged from European influences. The primary typeface, Consort by Red Rooster Collection, was chosen for its striking similarity to the condensed slab serif found on painter Asher Brown Durand’s sketchbook cover. The rich brown, serving as the primary colour of the exhibition materials, along with a supporting palette of greens (used to guide visitors through the gallery spaces), resonates with the tones prevalent in the evocative landscape paintings on display – from serene mountain views to lush forests.