56th Annual Grammy Awards Get a Si Scott Typeface
Si Scott lent his hand to this year's Grammy Awards, creating a custom typeface for promotions ahead of the January 26 ceremony. The campaign, dubbed "Music Unleashes Us," celebrates "the undeniable human truth that we are powerless against music," said TBWA\Chiat\Day co-creative director Rick Utzinger in a press release. His co-creative director, Bob Rayburn, added, "It will tap our toes and shake our hips for us, whether we want to or not."
Working on a tight deadline, Scott drew a set of standalone letters and full words (such as "unleashes," "style," and "unity") for the print, digital, and motion advertisements.
"I was sent a bit of reference imagery for the lettering, but wasn't told who the featured musicians would be," said the illustrator. "The mystery didn't pose a problem; I knew the type had to be pop-oriented and not too dark or too edgy." His text ended up paired with pictures of Taylor Swift, Pink, and Macklemore & Ryan Lewis – though, "it's not about the specific artists for me, it's about the music," Scott remarked. "That's enough in my world ... I'm open to doing anything music-related."