This past weekend I got a chance to catch up on the second season of HBO’s Girls. As I finished watching the latest episode, I remembered that a few months back I read a really interesting article on imprint about the creation of the custom typeface for the GIRLS logo, and wanted to share!
The custom typeface for GIRLS is the work of the Los Angeles based production company Grand Jeté. Lena Dunham, the writer, director, and star of the series wanted the GIRLS logo to strike a balance between something bold and something beautiful. She especially expressed her love for art deco typography, and the deco inspired letterforms that form the final title proved to be the perfect fit for the series. If you’ve seen the show, you will notice that each episode opens with a static shot of the show’s title filling the screen. No animation, no video—just text on a solid background. However, the colors change from week to week, creating a palette that builds in sophistication with the series.
This animation shows some of the treatments that were experimented with along the way, before the final logo was selected. Hard to believe how many there were!