The Big O is a storytelling platform on the human experience of living with obesity. We were asked to elevate the project further developing the identity.
The photographer Abbie Trayler-Smith
explains ‘Drawing on my own experiences of growing up fat in the 1990s in the UK, I knew I had to turn my lens on the stigma of obesity and what it means to be obese in a world largely obsessed with junk food, body image, sex and perfection.’
The starting point was a drawing taken from Abbie’s diary, where a series of circles were arranged to represent an overweight body.
As Abbie explains ‘obesity isn’t a hidden problem. It’s one that you wear, one that everyone can see’.
We created a bold, rounded typeface that resembles the curvy shapes of the human body. The typographic details carry different meanings, for example the exaggerated counters are a hint to how people affected by obesity often see themselves, perceiving their body to be deformed.
Each letterform is then placed inside a shape, delimited in an area, resembling how one can feel trapped in a certain body and how this, in response, affects everything else.
The logo also works as a stencil, it reshapes and influences the images we see through it, bringing the attention to details of the bodies.
The project is an initiative of creative director Claudine Boeglin Dandy Vagabonds
with developer Jérôme Guckenheim and producer Marina Vitaglione / Panos Pictures.
Have a look at the website here: thebigoproject.com