The Big O is a photographic project by Abbie Trayler-Smith.
It is a storytelling platform on the human experience of living with obesity.
The starting point for the identity is a drawing taken from Abbie’s diary*, where
a series of circles are arranged to represent an overweight body.
The identity features a bespoke typeface, which resembles the curvy shapes
of the human body. The exaggerated counters are a hint to how people affected
by obesity see their bodies as deformed. Moreover, each letterform is placed inside a shape, delimited in an area, resembling how one can feel trapped in a certain body. The logo works as a stencil, allowing to focus attention on the body details.