Annie Huang
The goal was to make this relevant for a younger audience. I wanted them to actually feel the connection between what Gutenberg did centuries ago and everything we scroll through today. Like, if it wasn't for print and how it evolved, we literally wouldn't have the visual language, the typography, the entire information ecosystem we take for granted now. Every font on their phone, every layout they see—it all traces back to those metal letters being set by hand.
So the refresh had to bridge that gap. I needed it to feel historical but not dusty, important but not overshowing it.
The Logo
The logo came from standing next to an actual Gutenberg press and just staring at it for a while. I do letterpress printing myself, so I'm pretty familiar with these machines, but there was this one angle where the silhouette just clicked for me. There's this interlocking mechanism—the way the different parts fit together to create pressure, to transfer ink, to make the impression—and it's such a specific, beautiful form.
That's when I realized that was the whole story right there. History and print literally locking together to create something. The mechanism isn't just functional, it's symbolic. Every time that press comes down, it's connecting past and present, linking one idea to the next, building on what came before.
I wanted the logo to capture that same interlocking quality. Not in an obvious "here's a picture of a press" way, but more abstractly—so people could see the form and feel that sense of connection and momentum even if they'd never touched a letterpress in their life. The goal was to translate what I see as a printer into something viewers could understand visually: that print is this ongoing, interconnected thing. Each innovation locks into the last one, and together they deliver the story we're still telling today.
Print-Based Brand Activations
Clarity in a click. What Pocket casts needs in their web-based application is the idea that clicking a content the user picks should be as easy as looking at it. Simplifying the interaction with single color application will help navigate the web and the app throughly and effectively.
Poster Advertising
The approach is that if we are fixing the internal parts of the museum to look better, I should also highlight it interestingly when people see it in a bigger scale. To view and to be able to remember the museum by the color helps to highlight the main key of the museum which is print.
Postcard Designs
No one wants to leave a museum empty handed, so a postcard is one of the ideas I had to gift them on their visit. The series of poster showcases the different mission the museum has especially the styles that each letterpress museum creates.
**The colors are inspired by the collection of pigments I see during my time learning how to do letterpress.
Back to top