As it appears across various media and formats, the fleuron becomes an avatar, an asterisk, a pattern, a stamp, and even a “you are here” mark. The full identity system includes a color palette inspired by the natural and urban worlds, a new cut of the typeface Folio, and the 8.5:14 aspect ratio, to match legal size paper.
Amant’s wordmark and the fleuron are sometimes related spatially but never allowed to lock up–the brand adapts to different surfaces, materials, scales and contexts. Since Amant’s opening in 2019, the identity system has grown to include hats, signs, maps, posters, gifs, coffee cups, tote bags, exhibition graphics, brochures, and more.
