2026     
Los Angeles, CA

Ink, paper, and Adobe Illustrator

Ampersound creates audiovisual non-fiction stories with a particular emphasis on the power of sound. Founded by George Lavender, the company develops all of its material by collaborating with actual human creatives, a quality that became central to the identity.

A custom hand-drawn logoform was therefore created using ink and brush, giving it a human character that a typeset wordmark would lack. At its heart is an unavoidable but useful visual pun: the ampersand is woven directly into the form, while the overall lettering evokes the movement and vibration of a soundwave.

A single continuous line might have been the most literal way to express a soundwave moving forward, but it also risked sacrificing legibility. Rather than commit to fully cursive lettering, the logo uses a considered combination of connected and disconnected letterforms. The result retains the fluidity and rhythm of script while allowing each character to remain recognizable.

The forms flow into one another without becoming a single uninterrupted stroke, much like Ampersound itself: human voices, ideas and stories connected through sound, but each retaining its own distinct character.