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Off Course

Branding concept for a cultural magazine that celebrates the everyday normality and the mundane, by accepting the fact that not every moment of our day is filled with excitement. Off Course believes that there is beauty in seemingly nonpivotal stillness, and that it only takes one attentive observer to find it.

Branding concept for a cultural magazine that celebrates the everyday normality and the mundane, by accepting the fact that not every moment of our day is filled with excitement. Off Course believes that there is beauty in seemingly nonpivotal stillness, and that it only takes one attentive observer to find it.

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The visual branding hints at a seemingly 'failed design' of a typeface that was originally made to strive for 'perfection'. By altering the original shapes, the brand gets a personality that fits the idea of going off the normal course, referring to the publication's brand name. Visuals such as order forms and prints use play on words that give the brand a youthful and approachable appearance, and the colours are based on the photographs that are featured within the magazine to create a cohesion between the stationary and the magazine's content.

Off Course focuses on the less sensational or climatic moments of the day, because it realises that our days are mostly filled with stillness and moments of rest. Instead of keeping the boring moments hidden from others to see, the publication goes off course and coinciously chooses to shine the spotlight onto those seemingly 'boring' moments.

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Studio Micchi is a non-award winning Belgian graphic design and illustration practice by Michael Chin, focusing on branding, printed matter and illustration. Open to both short and long term work commitments. Let's get in touch!