Igor Korenfeld
This American LIfe Identity
The assignment was to create a flexible identity system for an organization. The identity system wasn’t meant to be composed of one fixed logo, but rather a “kit of parts” to respond dynamically to its context. I created an identity system for a radio program called “This American Life.” The program primarily features documentary journalism and storytelling which vary week to week based on a theme. My identity was composed of a logo which uses the changing soundwave created by the show’s host, Ira Glass, saying, “This American Life” during the show’s introduction. Beyond the identity and logo, the system included a set of business cards, promotional campaign items, and a mobile application.
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