Ted Spagna Project | Logo Design

The Ted Spagna Project was founded by Ron Eldridge and me to preserve, promote, and reintroduce the pioneering sleep photography of Ted Spagna. Beginning in 2009, we set out to bring renewed attention to an extraordinary body of work that had been largely dormant for more than 20 years and that occupies a unique place at the intersection of photography, art, sleep science, and human behavior.

As co-founder and creative director, I developed the Project’s logo and visual identity to give this historic archive a contemporary framework without competing with the photography itself. The identity is deliberately typographic: bold uppercase letterforms are stacked into a compact graphic block that can work independently or sit directly over Ted’s imagery.

The restrained black-and-white approach allows the often complex and visually striking sleep portraits to remain the focus while giving The Ted Spagna Project a strong, recognizable presence across its website, promotional materials, exhibitions, and other communications.

The resulting identity became part of a broader effort to give Spagna’s work new life—an effort that later included exhibitions, an extensive digital archive, image licensing, and the 2013 Rizzoli book SLEEP.