CR18 is a foundation that was started to help solve for the emotional and mental health epidemic, by giving creatives the freedom to expose and express their value through art and creativity. They work to give opportunities to those without access to materials and knowledge, and seek to destigmatize any negative connotations about mental health and/or therapy, as well as the creative space itself.

Branding an organization like this demanded the utmost creativity and vibrancy to express the universal appeal and transformative power of art, culture, and education. Below summarizes our basic framework to discovering the write logo and typeface for CR18.

Even the logo has a heart.

By merely approaching a creative house with a project that is designed to foster and encourage creativity, you're awakening a portal that will bend space-time and melt minds. We love CR18, and as it happens, CR18 embraces a heart in its logo for a good reason. Love and acceptance drive this initiative, and We® have an abundant source to give to it.

About the typeface

The wordmark/logo is a geometric sanserif able to perform very well in any situation. It is a versatile family of fonts with just the right amount of personality. Its rigid geometric structure contrasts with letters that provide it with a gestural touch.

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We wanted to capture that independent film-esque vibe, and at the same time, letters that would play nice with an assortment of type styles and treatments while looking its best in just about any context.