Superior Choice Travel × Leatherius Woodman – a leather stamping study
From the Practice Log – an ongoing series of stamping studies on real-world marks.
A July study.
Superior Choice Travel is the advisory of founder and travel advisor Annie Hall-Siek, who plans trips from Wallington, New Jersey. The name did the recruiting for this study. Most travel names promise a place or a feeling; this one records a verdict, the moment when the options have been weighed and one of them has won. William James put the will at the point where deliberation ends and conduct begins, and a booked itinerary is that point with a confirmation number attached. A business that carries the decision in its own title seemed to us worth pressing into leather.
What we found on the page is plain green-and-black type, SUPERIOR CHOICE set large with TRAVEL beneath. A small airplane keeps the letters company. Honest, and easy to walk past. We debated whether a study could add much to a treatment this bare, and for a while the answer looked like no. Then we saw that the airplane was already trying to leave.
As found
The mark this study proposes
We call it the takeoff check. One bold checkmark, drawn in a single uniform stroke, fills the upper two-thirds of the mark, and where the long stroke would ordinarily stop it keeps going, resolving into a small airplane that climbs toward the upper right along the same line. Plane and check share one stroke weight, so the eye reads them as a single gesture: the box ticked and the wheels already up. Beneath the device sit SUPERIOR CHOICE in large letterspaced capitals and TRAVEL smaller and wider below.
Pressed
The pressings run lengthwise on deep forest green, after the green of their accents, and on pale gray-sand, after the light ground of their pages. Black is the automatic third and carries the gold foil. Foil flatters a line this simple; whether it flatters it too much is a question we left open on the bench.
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 Superior Choice Travel and you'd like these made real, or anything here changed – say hello through our contact page.