# Social Type Experiment - Brand ## **curiosity** and experimentation Read More Read Less ![Collage of various photos, figures and paperwork making the letter 'b'](/sites/default/files/styles/16_9_small/public/2024-04/type-study_collage-b.png.webp?itok=l9R7wTOz) ![Collage of receipts and signs from various eateries forming the letter 'i'](/sites/default/files/styles/1_1_small/public/2024-04/type-study_collage-i.png.webp?itok=vTGUMAEh) ![Collage of receipts and signs from various eateries](/sites/default/files/styles/1_1_small/public/2024-04/type-study_collage-i-detail.png.webp?h=d484b9d0&itok=EeyB62Ig) ![Collage of different pictures and pieces of paper, two of which complete the phrase "you bring the kindling we'll bring the fire"](/sites/default/files/styles/1_1_small/public/2024-04/type-study_collage-f-detail_0.png.webp?itok=i1UQ2koQ) ![Collage featuring photos of stacked logs, matches and a bonfire making the letter 'f'](/sites/default/files/styles/1_1_small/public/2024-04/type-study_collage-f.png.webp?itok=mVGormhR) ![Set of collages featuring various photos, figures and papers forming each letter of the word "bonfire"](/sites/default/files/styles/16_9_small/public/2024-04/type-study_collage-all.png.webp?itok=cadj5Ui8) ![The letter 'f' made out of simple shapes and gradients of grainy black and white](/sites/default/files/styles/1_1_small/public/2024-04/type-study_grain-f.png.webp?itok=yMyGqejc) ![The letter 'n' made out of simple shapes and gradients of grainy black and white](/sites/default/files/styles/1_1_small/public/2024-04/type-study_grain-n.png.webp?itok=WCdhkVA8) ![The letter 'e' made out of two crescents and gradients of grainy black and white](/sites/default/files/styles/16_9_small/public/2024-04/type-study_grain-e.png.webp?itok=MOYhHNS-) ![Close-up of the top half of the letter 'b' made out of a crescent and gradients of grainy black and white](/sites/default/files/styles/1_1_small/public/2024-04/type-study_grain-r-detail.png.webp?itok=wglzuZqh) ![The letter 'o' made out of two crescents and gradients of grainy black and white](/sites/default/files/styles/1_1_small/public/2024-04/type-study_grain-o.png.webp?itok=rUu6py5n) ![Simple shapes and gradients of grainy black and white that spell out each letter of "bonfire"](/sites/default/files/styles/16_9_small/public/2024-04/type-study_grain-all.png.webp?itok=epsXkUAT) ![top corner of the letter 'b' comprised of a descending staircase, numbered doors and a platform with ladder leading to it](/sites/default/files/styles/1_1_small/public/2024-04/type-study_illustration-b-detail.png.webp?itok=Cwildnok) ![the letter 'b' comprised of a descending staircase, numbered doors and a pool with a ladder leading up to a platform, accented by clouds in the background](/sites/default/files/styles/1_1_small/public/2024-04/type-study_illustration-b.png.webp?itok=XQXpoujQ) ![The letter 'n' comprised of a sideways decending staircase, an upside down pool and a sun with three dogs jumping out of the sides towards the west](/sites/default/files/styles/1_1_small/public/2024-04/type-study_illustration-n.png.webp?itok=VbRK734f) ![Close-up of the letter 'n' featuring two dogs jumping our of the side towards a sun-like orange ball](/sites/default/files/styles/1_1_small/public/2024-04/type-study_illustration-n-detail.png.webp?itok=WwKxrnsG) ![A series of letters comprised of pools, staircases, dogs, clouds and suns influenced traditional Chinese drawings spelling out "bonfire"](/sites/default/files/styles/16_9_small/public/2024-04/type-study_illustration-all.png.webp?h=91c10a30&itok=0Xw5_Fxg) In an effort to keep focused on creative growth during our first pandemic, we introduced a three-part series where we shared type explorations featuring 3 designers using the letters in BONFIRE. For 21 days straight, Instagram kept a keen eye out every day for a new letterform! ### Lunch. Office Dogs. Nerf Darts. Designed by Lead Designer, Rich Rayburn, Volume 1 of our 3-part typography study unveils a plethora of symbolism representing the history of the studio, the passion of the makers, and even some personal artifacts from the founders of Bonfire Red. Just like our work, we bring a lot of passion to food and play time. “What’s for lunch” might just be our most used phrase... I mean, spreadsheets have been created to make the daily ritual of lunch selection easier (it didn’t work). Just remember to bring enough for our office dogs. Oh, and make sure to duck when a dart comes whizzing at your head. ### Ashes After Fiew Designed by Director of Design, Holly Malone, Volume 2 of our 3-part type study explores texture, contrast, and balance through the minimal shapes that make up the letterforms in BONFIRE. When you burn a piece of fire wood, you’re left with ashes. The fire wood takes on a new form and visual aesthetic of black, gray and white particles. What happens when you apply that visual aesthetic to letterforms? You get the minimal grain series. Letterforms that are stripped down to their core elements and textures that flow in patterns reminiscent of ash. We’re not pyros, but we do enjoy a good fire… even the ashes that follow. ### Little Details. Big Story. Designed by Lead Designer, Tiansen Wu, Volume 3 of our 3-part type study is utilizing surrealism and oriental art style to create multiple elegant and quiet contradictory spaces. Accommodating with related symbols/objects to speak for the story of Bonfire Red. Crafted with the little details to tell the big story, each letter depicts a contradictory setting of a peaceful environment with the nonstop chaos in the studio. The hidden rubber duck reflects our playful spirit while floating next to the mighty freight elevator shaft of 153 E Main St. Our 3 most-frequented four-legged team members are showcased ascending through clouds and sun found in many traditional Chinese drawings for religious gods (which our dogs often believed they should be treated like so). [](/case-study/continental) ![](/sites/default/files/styles/16_9_small/public/2023-08/img-hero.jpg.webp?h=05662d65&itok=RsHmEvH7) ## Continental - Brand - Interactive