Valentine Associates launched a number of photography-based projects which inspired Eighteen Percent, the photographic division of the studio. The logo was created from a typeface designed exclusively for Eighteen Percent.

A collection of negatives that had recently been processed was the inspiration behind the typeface. The final logo and alphabet represents qualities evident in both digital and analog photography.

As part of the promotional campaign, a pack of four cards featuring Lee Valentine’s photography was mailed out to the studio’s existing database.

Rolls of paper tape were printed and used for the promotional campaign as well as on other Eighteen Percent material.

The final typeface was named Guido and comprised of the 26 upper-case letters of the alphabet and the additional numbers.