Travis 6.

CALQLUS

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CALQLUS

ORIGIN:

Honolulu, Hawaii

-DCCCVIII-

NAME DEFINED, BELIEFS DECLARED:



The word CALQLUS (pronounced "calculus") can mean a number of different things, depending on who you ask. Most commonly, it brings to fore long-forgotten memories of sweating ones way though absurdly difficult math equations in a classroom filled with, well, nerds. While this is not a complete departure from what it means to us, our brand identity instead centers around its little-known medical definition-- the calcified buildup of organic materials on teeth. See, CALQLUS, as we've come to embrace it, is a metaphor for that intangible, but very real barrier that we as adults have unwittingly enveloped ourselves in over time. It is the wall that seperates us from the exuberance of our childhoods. Whether it be fear, ego, sloth, hate or self-doubt; we carry with us a thick skin of these negative stimuli, that if not kept in check, can stifle our creativity, or worse, shorten our lifespan. We wear the black tooth on our badge as a reminder of life's hindrances, and a crown above it as our promise to conquer our phobias and remain lucid and creative.

Axiom:

"Clever is the new Currency"

In an industry where new ideas can be as elusive as success itself, your legitimacy as a brand rests heavily on the freshness (literally and figuratively) of your offerings. And while we are by no means immune to the whims of the "recycle monster," we at least try to ask ourselves "is this clever?" before going forward with a print, especially a logo-flip or pop culture piece. Put out a design that makes someone say "now why didn't I think of that??" and you are headed in the right direction, in our opinion.


Mantra:

"Elsewhere Untold"

The above words are a place holder for the day that we, as a brand, are no longer. When all is said and done, and we look back at our story and realize that it is a narrative so unique and never before told, then we have succeeded. Until that day comes, we will continue to fill these pages.


Logotype as imagined by renowned typographer, Mr. Ben Johnston:

http://abduzeedo.com/beautiful-typography-lettering-works-ben-johnston






MUSES & MOTIVATIONS:
-HIP-HOP CULTURE
-NATURALISM
-MUSIC
-CRYPTOZOOLOGY
-MASKS
-PARANORMAL
-ETHNIC CULTURE
-SECRET SOCIETIES
-TYPOGRAPHY
-SCIENCE / ZOOLOGY / BIOLOGY
-HUMOR / PUNS / WORDPLAY / WITTICISM
-POP CULTURE
-HAPA (MIXED ETHNICITIES)
-SCIENCE FICTION
-FANTACY
-ANIME
-TATTOO ART
-OCCULT
-STREET ART


FORWARD & AFT (FRONT/BACK) EXAMPLES:











Patch logo as imagined by Ben Johnston:

 






One love and best of luck to you, my brothers and sisters taking this course. It is day one for me, and I've already absorbed information and inspiration that far exceeds the $15 price of admission, and will surely assist us in navigating this wild, sometimes stressful, but always exciting industry. If I could humbly impart a piece of my philosophy toward this business, it is this-- remember through all the trials and failures, achievements and rewards; we are creators, first and foremost. Never lose sight of the creative spirit that urged us to begin this journey in the first place. Keep building!

 

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