New View Travel Agency × Leatherius Woodman – a leather stamping study
From the Practice Log – an ongoing series of stamping studies on real-world marks.
A July study.
New View Travel Agency is a luxury boutique agency in St. Louis, Missouri, founded by Janine Cartier and run on a conviction she states plainly: travel gives people “a new view on life, the world and ourselves.” Their lead line reads “Your Dedicated Window to Luxury Experiences Across the Globe,” and the itineraries run from land to sea and from city to safari, each one researched and arranged around the traveler’s own style.
The wordmark is what asked for the study. NEW VIEW runs in thin, widely spaced geometric capitals, and the V of VIEW stands inside a tall narrow oval, with the small cursive travel rising after it. An agency that names itself a window, and then builds an actual window into its own name, has done our thinking for us. We only had to press it.
The mark, as found
Pressed lengthwise
Gray-sand and dark espresso follow the identity as the site keeps it, the pale editorial neutrals beside the warm luxury photography. Black carries the gold foil. Letterforms this thin are the gamble; a light line can go shallow in a deboss. On the render they hold. If we ever cut this die we would weight the little cursive travel a shade heavier all the same.
A new view
The companion takes the oval at its word. A sunrise sits framed in a tall window, the kind you lean toward from a window seat, above the words A NEW VIEW. We set it portrait, because that is how a window stands.
We made this out of love. Leatherius Woodman is on a mission to create and share artifacts of beauty, craft and love – this study is one of them, and we hope the feeling is mutual. Every image is a render – how we prototype before cutting a die.
If you're New View Travel Agency and you'd like these made real, or anything here changed – say hello through our contact page.