Graphic Design & Web Publishing
We’re Going Deep is a series of sleeve designs for a UK record label releasing deep house and techno on vinyl, each featuring a various artists lineup. The label identity is anchored by an ambigram logo: the word “deep” rendered so that it reads the same when rotated 180°, a typographic trick that mirrors the hypnotic, repetitive quality of the music itself.
This ambigram is a personal typographic experiment exploring the challenge of making an ampersand work rotationally. The design plays on the contrast between the ornate, calligraphic nature of a traditional ampersand and the stark simplicity of the letterforms on either side.