Raoul Gottschling, Paul Yoon, New York
34 x 24 in.
(86.4 x 61 cm)
The re—inc name references the idea of reinventing the incorporated. Used as a prefix, “re” can set up a variety of words that describe what the brand is all about: resist, redefine, renew, revolt. The re—inc identity is set in La Nord Re, a customized x version of the typeface La Nord with the “e” reversed. Designed by Pentagram designer Raoul Gottschling, the typeface features sleek, elegant letterforms with sharp contrasts. Different applications use a plethora of typefaces, but La Nord is constantly present, tying everything back to the core of the re—inc identity.