Lenovo Sideshow Lettering

Our team was tasked with creating print collateral for Lenovo's 2014 SpiceWorld booth and promotional materials. I created the initial lettering for the logo, which I then recreated in vector and handed off to Tom Williamson who created the final lockup and booth/ticket designs. I don't get a lot of opportunity to do hand lettering in the tech advertising world so this was a fun project to work on. I started by gathering images of vintage signs from traveling circuses and carnivals. The style I landed on is a sort of combination of those influences.