Logotype

To add? Or to take away? For theartistic, quirky, fragrant or flamboyantby nature, a flourish (or several) ofline or letterform can speak volumes.For others, less is more: cropping,reduction or abstraction commonlyconveys a feeling for shape, spaceand form, or can equally suggestemergence or decay.

More or Less

102 More or less. Flourishes1. Anida L’Anima translates as 1Property agency, Spain ‘soul’. At this Italian 2Designed by Summa restaurant in the City 3(Tilman Solé, Sandra of London, it refers to 4Dios), 2004 the menus of the chefWhen BBVA Inmobiliaria Francesco Mazzei,entered the top ten of whose creative flair is theSpanish estate agents, subject of the logotype.its parent group, BBVA,rebranded it Anida, 9. Corilon Violinsmeaning ‘to nest’. The Violin restorer, Germanyextended ‘n’ makes a safe Designed by Lockstoffhaven for the remainder Design (Susanne Coenen,of the word. Nicole Slink), 2010 Letterforms, musical2. Allie Giles notes and f-holes fuseArtist, UK into a harmoniousDesigned by Guild composition for thisof Sage & Smith (Neil leading restorer ofTinson), 2006 violins, violas and cellos.The ink spots that serveas swollen finials on 10. Flowthe ‘A’ and ‘e’ refer to Mineral water brand,Giles’ medium, and the Israelthousands of tiny strokes Designed by Danof the pen with which Alexander & Co. andshe builds each image. Yotam Hadar, 2007The flourishes hint at thewhimsical nature of her 11. Hecker Phelansubject matter. & Guthrie Interior design3. AJM Productions consultancy, AustraliaMusic recording and Designed by Cornwellproduction agency, UK Design, 2004Designed by &Smith, A growing international2009 reputation demanded an identity that reflected the4. King’s Cross Social decorative flamboyanceClub of this MelbourneMusic and events venue, consultancy’s work forUK restaurant and retailDesigned by 1977 Design clients.(Paul Bailey, ElizabethGatt, Chloe Pillai), 2009A retro name anda decorative styleinfluenced by fashionlabels and ‘high-end,aspirational bands’for this venue close toLondon’s King’s CrossStation.5. FirescapeRock band, USADesigned by ClaudiusDesign (Stefan Claudius),20066. Pleasant StudioPhotographic studio, UKDesigned by Studio Emmi(Emmi Salonen), 2007A studio for hire anda logotype that bothinclude original Victorianfeatures.7. Deborah HodgsonFolk singer, UKDesigned by Hand, 2009Hand drawn and curly-quirky for this diminutivemodern folk singer.8. L’AnimaRestaurant, UKDesigned by Mode (UK)(Phil Costin, DarrellGibbons), 2008

More or less. Flourishes 1035678910 11

104 More or less. Flourishes12. The Gorbals to restore the magazine’s 12Restaurant, USA former radical reputation. 13Designed by The Hayman revived and 14Partners (Ryan Adair), refined the original, 152009 flamboyant logotype,From the south bank of introduced newthe Clyde to South Spring typefaces and put theStreet, Los Angeles… emphasis on strong,The Gorbals, a restaurant witty covers.with an eclectic,cosmopolitan menu, 18. Miquelriustakes its unlikely name Stationery manufacturer,from Glasgow’s similarly Spainmulticultural tenement Designed by NOMONdistrict, where chef Ilan DESIGN, 1999Hall’s father was raised. The first spiral-bound Miquelrius logotype13. Horse Feathers appeared in the 1940sHome – a highly calligraphic,Home furnishings handwritten wordmark.company, Canada This was redrawn in theDesigned by Hambly & years that followed,Woolley (Bob Hambly, but while it remainedDominic Ayre), 2008 cursive, the mark’sThe opening flourish legibility was always anis meant, ‘like the swish issue. In 1999, the lettersof a horse’s tail’, to were separated and thescoff at the relevance troublesome loops ofof the true meaning the joined-up ‘l’ and ‘r’of ‘horsefeathers’ dispensed with once(i.e. rubbish). and for all.14. Strange Beast 19. Flow Life CoachingMultimedia production Life coaching service,company, UK South AfricaDesigned by SomeOne Designed by Mister(Laura Hussey, David Walker, 2010Law), 2008Younger and edgier than 20. M2bits big sister Passion Maternity fashion, UKPictures, Strange Beast Designed by Togetherwants to be seen as a Design, 2009living, changing creative Inspired by magazineorganism. mastheads (by the New York logotype, maybe?),15. Kaiser Sound this mark’s swashesStudios include a particularlyRecording studio, pregnant terminal onThe Netherlands the ‘2’.Designed by The StoneTwins and Niels ‘Shoe’ 21. Ole LundMeulman, 2008 Fashion art director, USAKaiser’s typography was Designed by A2/SW/HK,inspired by signwriting 2010on the windows ofAmsterdam’s ‘brown 22. Independent Statebars’, and executed by Art exhibition, UKgraffiti legend Niels Designed by Funnel‘Shoe’ Meulman. Creative, 2009 A hand-drawn typeface16. Lilium for an art event in Frome,Florist, Canada Somerset that includedDesigned by Hambly & work by Bob and RobertaWoolley (Bob Hambly, Smith, Edwina AshtonFrances Chen), 2009 and Matt Stokes.17. New YorkMagazine, USADesigned by Pentagram(Luke Hayman), 2004Founded in 1968 byMilton Glaser and ClayFelker, and knownas The New Yorker’sarch-rival, New York hadlost its edge by the late1990s. Its 2004 redesignunder British-born LukeHayman and editor-in-chief Adam Moss helped

More or less. Flourishes 10516 171819 2021 22

106 More or less. Flourishes23

More or less. Flourishes 10723. Norton Motorcycles 25. Dickens 2012 24Motorcycle Cultural festival, UK 25manufacturer, UK Designed by KentLyons 26Designed by Carter Wong (Jon Cefai), 2010 27Design (Phil Carter) and A flourish of the penGeoff Halpin Design, from Dickens’ signature2010 to underline thisAn invitation to review international celebrationthe identity of a historic of the writer’s work,brand always presents to mark the 200thdesigners with mixed aniversary of his birth.emotions: excitement atthe challenge of a high- 26. Saks Fifth Avenueprofile opportunity, and Department store, USAanxiety at the possibility Designed by Pentagramof making a high-profile (Michael Bierut), 2007hash of it. Throw in a Saks had got throughfanbase of eagle-eyed dozens of different logosheritage fanatics and by the time Michaelthe trepidation can Bierut was invited tostart to outweigh the create something withanticipation. the potential to be iconic and instantly identifiableWhen asked to fine-tune from across Fifththe Norton Motorcycles Avenue or any street.wordmark, Carter Wong Bierut modelled a newwisely headed for the identity on a signaturearchives. A small army designed in 1973 by Tomof detail-obsessed Carnese, which in turnNorton aficionados might had been based on onehave stopped a radical from 1955. Redrawn withredesign in its tracks, but the help of typographerCarter Wong based its Joe Finocchiaro, therefinements on Norton’s retro-looking mark wassecond logotype (of then applied to bags,many), designed at the packaging, signagedining table in 1913 and advertising in anby founder James ultra-contemporary way.Lansdowne Norton The black square wasand his daughter Ethel. divided into an 8x8 grid,The designers were with almost every tiledelighted to find that the containing an abstractlyNortons’ mark crossed poetic stroke, swirl orthe ‘t’ with a long ‘swash’ swash. And the 64 tilesfrom the top of the ‘N’ can be rearranged within– an idea they had been the grid in an almostconsidering also. infinite number of ways. Not quite infinite, but,Norton logotypes from according to a physicist1924 onwards featured friend of Bierut’s, aa double-crossed ‘t’, number many timespossibly to prevent greater than the numberthe letter from being of electrons in the knownread as an ‘l’. Master universe.typographer Geoff Halpinhelped to redraw the 27. Satoko Furukawamark, doing away with Acupuncturist, Japanawkward bulges and Designed by Goodshapes, adding weight Design Company, 2010to the ‘swoosh’ and Delicacy, art andcreating balance in the precision, for a therapyspaces and weight of that demands thosestrokes. The signature qualities.go-faster ‘o’s were kept,but instead of tilting theentire letterform, as inthe original, Carter Wongsimply turned the counterof each ‘o’, to generate amodicum of motion.24. Pizza NovaRestaurant chain, CanadaDesigned by Concrete(Diti Katona, JohnPylypczak, TomKoukodimos), 2006

108 More or less. Rules and dividers1. Yrkeshögskolan founded in 1826, making 12. Studio DaminatoGöteborg it the oldest accredited Architectural practice,Professional training art school in the USA. Singaporeschool, Sweden The switch of name to Designed by &LarryDesigned by MICA was concluded (Larry Peh), 2008Lundgren+Lindqvist, by the introduction of A thin vertical stroke2010 this identity, whose signifies both the divisionA dotted line represents use of a traditional of space and the joiningthe school’s openness typeface (a slab serif of of ideas.– everyone is welcome the kind popular at the– and policy of making time of the college’s 1room for new ideas and foundation) is balanced 2initiatives from students. by a contemporary linear 3On slate signs around the framework, reflecting 4school, class numbers the contrast betweenare written in chalk. the college’s 1904 Beaux-Arts main building2. iLIVETOMORROW and its crystalline 2003Creative workspace, counterpart across theHong Kong street.Designed by milkxhake(Javin Mo, Jan Cheung), 9. m/studios2010 Architectural practice,A logotype whose UKgaps invite creative Designed by Untitledinteraction, much (David Hawkins, Glennlike the workspace it Howard), 2010represents, a meeting A classical Italianateplace for artists, wordmark, set in lowerdesigners, architects case and bracketedand manufacturers. between fine keylines, represents m/studios’3. Estudio founder: an ItalianStudio rental agency, designer of contemporaryHong Kong buildings, Alvise Marsoni.Designed by c+cworkshop, 2008 10. RadLyn Medical device company,4. Mini McGhee USATextile designer, UK Designed by Cue (AlanDesigned by Graphical Colvin), 2006House, 2010 The central feature ofAn identity simple this mark is a reference toenough to accompany the company’s flagshipany future collections, product: a ‘rapid airwayunderpinned by a single device’ to simplifystitch, the simplest intubation in difficultcomponent of the cases. The logotypedesigner’s work. symbolizes the product, but also positions the5. Annie company – which wasSinger, Norway founded by a doctorDesigned by Form at the University of(Paul West), 2008 Cincinnati Hospital – as a credible presence in the6. Amanda Wakeley medical devices field.Fashion designer, UKDesigned by Pentagram 11. Western Union(John Rushworth), 2000 Financial servicesDramatic, simple, and communicationsexpertly constructed, company, USAlike Wakeley’s creations. Designed by Lippincott, 1980s7. Anthony Nolan With its 150-yearCharity, UK dominance in moneyDesigned by Johnson transfer and messagingBanks, 2010 services threatenedPreviously known as the by new technologiesAnthony Nolan Trust, and with its branding inthis blood cancer charity disarray, Western Unionmatches donors on its was boosted by a bold,bone marrow register to streamlined logotypethose in need. whose vertical rules became the basis for a8. MICA unified identity system,Art school, USA in which the names ofDesigned by Pentagram individual services are(Abbott Miller), 2007 displayed to the right.Maryland InstituteCollege of Art was

More or less. Rules and dividers 10956789 1011 12

110 More or less. Cropped1. Negro Rojo by this open-ended mark, 1Restaurant, Spain which is extended by 2Designed by Mario adding letters at different 3Eskenazi, 2003 points in the hotel. The 4A split-level logotype for hotel restaurant is calleda Barcelona restaurant Moo…with a dual personality.At street level is Negro 8. Urban Strategies(Spanish for ‘black’), Urban planning firm,an urban restaurant, Canadaand in the basement is Designed by Hambly &Rojo (‘red’), a Japanese Woolley (Barb Woolley,canteen. Emese Ungar Walker), 20042. inter-view A crop that implies aCultural exchange pushing of boundariesproject, Switzerland within the urban planningDesigned by Kambiz field.Shafei, 2009Designed for an ongoing 9. GMWvideo project by Milan Architectural practice,Büttner recording the UKviews of Swiss and Designed by CDT Design,Chinese writers about 2003each others’ cultures, A mark that creates athis wordmark refers to cutting edge by turningthe insights captured and cropping thethrough the gap that letterforms.divides its two croppedhalves. 10. Kevin Boniface Author, UK3. Vision Publishing Designed by MusicPublisher, USA (Anthony Smith), 2008Designed by CDT Design, A ‘K’ that is a cropped ‘B’2005 for Kevin Boniface, who captured the comedy4. Creative Industries of being a HuddersfieldDevelopment Unit postman in his bookUniversity research Lost in the Post.unit, UKDesigned by The Chase 11. Fashion Fringe(Chris Challinor, Ben Annual fashion contest,Casey, Mike Rigby), 2001 UK Designed by Pentagram5. The Association of (John Rushworth), 2006Photographers Fashion Fringe is anProfessional association, annual project to giveUK promising young BritishDesigned by The designers a glimpse ofPartners (Janet Neil, Jack the big time.Renwick, Martin Lawless,Dominic Wilcox), 2002The bold typefaceconveys a contemporaryair of authority forthis respected andprestigious professionalbody, while the framedcrop focuses attentionon the detail of the mark.6. Blonde + CoCreative media agency,USADesigned by PS NewYork, 2010A mark that appears withvarious orientations andcrops, reflecting thebold, full-on nature of theagency’s personality.7. Hotel OmmHotel, SpainDesigned by MarioEskenazi, 2003Omm, a sound that ‘hasno beginning and no end’– and, it has to be said, nomeaning – is represented

More or less. Cropped 11156789 1011

112 More or less. Cropped12

More or less. Cropped 11312. Brooklyn Academy horizon, which had 13of Music the potential to speak 14Performing arts centre, equally powerfully to 15USA classical and avant-garde 16Designed by Pentagram audiences. Bierut applied(Michael Bierut), 1995 the idea to the identity,Between them, and BAM hasn’t lookedPentagram’s Paula back since.Scher and Michael Bieruthave changed the face 13. The Futuresof culture in New York. CompanyScher has designed Research and forecastingidentities for the Public consultancy, UK/USATheater, the Metropolitan Designed by NeonOpera, New York City Design (Dana Robertson),Ballet and the New York 2008Philharmonic. Bierut has The merger of tworebranded the Morgan research consultanciesLibrary & Museum, – Henley Centre Headthe Museum of Arts & Light Vision (UK) andDesign and the Tenement Yankelovich (USA) –Museum, among others. under a new name led to a logo that hints at what’sCultural institutions in ahead, just out of sight.major cities like NewYork have learned how 14. Bookfactoryto compete with big Photobook printer,brands for visibility and Switzerlanddisposable dollars. Since Designed by Bob Designopening in 1861, the (Mireille Burkhardt, AlexisBrooklyn Academy of Burgess), 2006Music (BAM) has growninto a major urban arts 15. Tama Art Universitycentre. Home to the Art school, JapanBrooklyn Philharmonic, Designed by Goodit also hosts an opera Design Company, 2010house, a theatre, a four- A wordmark that doesn’tscreen cinema, art shows seem to mind breakingand live music. the rules, just as any good art school shouldn’t.In the 1980s, the successand profile of its edgy 16. Mouse AwardsNext Wave Festival Online advertisingstarted to eclipse awards, UKthat of BAM’s work Designed by Johnsonin the classical field. Banks, 2008The diverging designdirections taken topromote these differentactivities presented aconfusing overall picture.What was BAM all about?The solution to BAM’sidentity issues appearedalmost by accident.When Michael Bierutdesigned the 1995 NextWave brochure he madethe most of a small coverby setting the two wordsat large sizes in a simplesans serif (News Gothic)and bleeding them offthe bottom and sides ofthe cover. Not only didthis give the words extrapresence and impact, italso created space forother imformation andimagery.The logotype, andthe broader identityconcept of type thatwas too big for its givenspace, appealed toBAM’s management. Itexpressed the notionsof emerging talent andbig ideas on the cultural

114 More or less. Negative space1. BrainagencyMedia a series of panels thatMedia agency, Germany allow for varying levelsDesigned by SWSP of abstraction.Design (Georg Schatz),20092. Dendy CinemasCinema chain, AustraliaDesigned by SadgroveDesign (Brian Sadgrove),19943. First Booking 1Make-up and styling 2agency, Denmark 3Designed by 4Designbolaget, 2008A follow-up to theagency’s previouswordmark, in which theplace of the ‘i’ in ‘First’was taken by a ‘1’. Thetwo kinds of talent –make-up artists andstylists – are representedby the two characters: ablack ‘1’ and a white ‘i’.4. Cinema NovaArthouse cinema,AustraliaDesigned by SadgroveDesign (Brian Sadgrove),1992Tricks with shadows andnegative space createintriguing letterforms forthis Melbourne cinema.Try making a 3-D sign outof this.5. EatonPower managementtechnology company,USADesigned by Lippincott& Margulies, 1971In 1971, Eaton, Yale &Towne became Eaton,and gained a timeless,multilayered logotypethat gives a sense of itsnumerous divisions andservices.6. PerplexMusic productioncompany, TheNetherlandsDesigned by Me Studio(Martin Pyper), 20077. Tess HurrellPhotographer, UKDesigned by StudioSpecial (David Lovelock),2007A mark that highlights thenature of Hurrell’s work,which finds unrecognizedbeauty in the everyday.8. EngageDigital design agency, UKDesigned byBibliothèque, 2008A typographic expressionof engagement. The stemand crossbars of the ‘E’are deconstructed into

More or less. Negative space 1155678

116 More or less. Negative space9

More or less. Negative space 1179. FedEx from Univers 67 (Bold 13. ForCourier service, USA Condensed) and Futura Charity, The NetherlandsDesigned by Landor Bold, and included a Designed by Me StudioAssociates (Lindon raised x-height (i.e. larger (Martin Pyper), 2008Leader), 1994 lower-case letters relative Previously known asWhat makes a logo to upper-case ones). Computers For Africa,likeable? If it is the ability this charity’s nameto reward repeated The final typographic change paves the way forviewing with a minimum composition appeared the exchange of a widerof means, the FedEx so natural that many range of products andlogotype delivers failed to see the arrow knowledge.likeability to the max. The in the logotype. Atarrow between the ‘E’ and the presentation, 10the ‘x’ never fails to raise Fred Smith spotted it 11a smile when it is revealed immediately. But what 12to the unaware. he also recognized was 13 that knowledge of thisFred Smith founded hidden sign would beFederal Express in 1971 given and received likeafter famously putting a punchline or a gift, andforward his concept for a that this almost uniquehigh-speed, nationwide quality – the logo thatdoor-to-door delivery keeps on giving – wouldservice in a student paper rub off well on the brand.at Yale University. By mid Importantly, even those1973, the company was in ignorance of the arrowoperating an overnight would still see a powerful,service with a fleet of compact, confidentDassault Falcons that wordmark, highly visibleconnected 25 US cities. in city streets on vansBy the 1990s, it served and packages.around 200 countries. Smith and his board gaveWhen it was asked the identity the go-aheadto evolve the Federal and resisted, thankfully,Express identity, Landor pressure from some tofound in research that make the arrow morethere were issues with obvious. After all, if youthe word ‘Federal’. In the give the game away, theUSA, it was associated game is over.by some customers The FedEx Logo is awith government, and in registered trademarknon-English-speaking of Federal Expresscountries, it was just Corporation. Used byplain difficult to say. It Permission. All Rightswas recommended that Reserved.the brand switch to theshortened name that 10. McGarry & Eadiemany regular customers Water managementwere using, anyway: engineering company,FedEx. It was easier Australiaand quicker to say, and Designed by Inkahoots,conveyed a greater 2010sense of technology, A grid of valve-like partialspeed and innovation. circles conjure up an overlapping ‘M’ and ‘E’.For the new logo, Landorretained the old brand’s 11. The Milton Agencysignature purple and Film and TV craftsorange, and created and agency, UK/USAreviewed more than 200 Designed by Magpiedesigns before reaching Studio (David Azurdia,a shortlist of six for Ben Christie, Jamie Ellul,presentation to senior Tim Fellowes), 2009management in Memphis The Milton Agencyin April 1994. One of represents behind-the-these was borne of an scenes production skillsobservation by Lindon in make-up, hair andLeader, senior design costume design. Lessdirector at Landor, that visible than the stars,between the ‘E’ and ‘x’ lay perhaps, but no lessthe hint of an arrow – a important.symbol that would neatlyembody the key FedEx 12. Hanzehofattributes of speed and Theatre, The Netherlandsprecision. To perfect Designed by Teldesignthe arrow’s geometry, (Peter Post), 1996Leader crafted a new A billowing stage curtainset of letterforms that announces this theatreblended characteristics and concert hall.

118 More or less. Missing parts1. Anorak 7. Davis Evolution 1Advertising agency, Property developer, 2Norway Australia 3Designed by Heydays, Designed by Cornwell 42010 Design (Anthony Nelson,A typographic expression Nuttorn Vongsurawat),of Anorak’s belief that its 2010clients are just as much A custom typeface,a part of every project as apparently still inthe agency. formation, expresses the evolving nature of2. Ashburton this company’s lifestyleInvestment manager, UK developments.Designed by ASHA, 2008The removal of three 8. Gallery Litvakdownstrokes and Contemporary artthe fusion of those gallery, Israelcharacters with their Designed by Studioneighbours creates a Apeloig, 2009mark that is easier to read A Tel Aviv galleryin small spaces – such as that specializesinvestment listings – than in contemporaryits predecessor, and works in glass anddemonstrates the brand experimentation in form.positioning of ‘seeingthings differently’. 9. Restaurant Sternen Restaurant, Switzerland3. Directory Designed by Hotz & HotzDirect marketing (Roman Imhof, Erichmagazine, UK Moser), 2009Designed by SVIDesign Letterforms based on(Sasha Vidakovic), 2007 Baskerville Old FaceA trade magazine that’s reflect the traditionalall about getting a nature of the Frenchmessage from one side cuisine at Sternen (‘Star’),to the other as directly while their vanishingas possible. strokes suggest a contemporary culinary4. Bite interpretation.Cosmetics company,Canada 10. MordiscoDesigned by Concrete Restaurant, Spain(Diti Katona, John Designed by MarioPylypczak, Ryan Eskenazi, 2010Couchman), 2010 In Spanish, el mordiscoLip products made is ‘the bite’, a name thatentirely with natural, led to a typeface withorganic, food-grade chunks taken out of itingredients – good for this laid-backenough to lick, if not to Barcelona eatery.eat – for a brand thatemphasizes performanceand style, rather than‘natural’, for the fashion-conscious customer.5. FinovinoWine importer, SerbiaDesigned by SVIDesign(Sasha Vidakovic), 2008A logotype that, likewine, is sensed first thenfinished with the brain.6. Eden IslandProperty development,DubaiDesigned by Hand, 2007One of the islands in‘The World’, the artificialarchipelago made withdredged sand off thecoast of Dubai, with alogo that also appears tobe emerging from liquid.

More or less. Missing parts 1195678910

120 More or less. Missing parts11. INREV 18. GF Smith 11Professional association, Paper manufacturer, UK 12The Netherlands Designed by SEA (Bryan 13Designed by Teldesign, Edmondson), 2005 142001 An update of a mark firstThe aim of the European drawn in 1969.Association forInvestors in Non-Listed 19. Oyuna CashmereReal Estate Vehicles Fashion and homewares(INREV) is to increase brand, UKthe transparency and Designed by Thomasaccessibility of non- Manss & Company, 2003publicly listed real-estate The muted aestheticfunds. of designer Oyuna Tserendorj, expressed in12. Ivan Hair Salon a pared-down wordmark.Hair salon, GreeceDesigned by G Design 20. Saratoga AssociatesStudio (Michalis Landscape architectureGeorgiou, Alexandros and engineering firm,Gavrilakis), 2009 USA Designed by Chermayeff13. Kubota Corporation & Geismar (EmanuelaHeavy equipment Frigerio), 2004manufacturer, JapanDesigned by Pentagram(Colin Forbes), 1989A regular, mechanicalexcision of theletterforms suggestprecision and rhythm forthis 120-year old makerof agricultural machinery,pipes, pumps andvending machines.14. Mode ZonenTrade promoter, DenmarkDesigned by Homework(Jack Dahl), 2010The job of Mode Zonen(‘Fashion zone’) is to putDenmark on the globalfashion-industry map.Some creative cuttingexpresses the fashionconnection, and bringsthe letters ‘D’, ‘E’ and ‘N’to the fore.15. Raw SpaceContemporary art gallery,AustraliaDesigned by Inkahoots,200516. Motor NeuroneDisease AssociationCharity, UKDesigned by Spencerdu Bois (John Spencer),2009While motor neuronedisease (MND)disconnects sufferersfrom their bodies andlives, the associationaims to reconnect them,with family, friends andquality of life.17. Rondo MediaTV production agency,UKDesigned by Elfen (AaronEasterbrook, GutoEvans), 2009

More or less. Missing parts 1211516 171819 20

122 More or less. Missing parts 21 2221. Silver Plate 23Recording studio, 24NorwayDesigned byKalleGraphics, 200522. Roam DigitalDigital hardware provider,AustraliaDesigned by MarkGowing Design, 2010A simple, confident markto help give a portabledevices start-up a kick-start in a market crowdedwith multinational rivals,and to remain crisp andclear at very small sizes.23. TuveriDirectory publisher, ItalyDesigned by Brunazzi &Associati, 198824. Dialog In The DarkSocial entertainmentgroup, JapanDesigned by GoodDesign Company, 2005A mark for the Japanesefranchise of a ‘socialentertainment’ launchedin Germany in 1989, inwhich sighted peopleexperience the everydayworld of the blind througha series of darkenedrooms and settings.25. FaceCycling events, UKDesigned by Tomato(Jason Kedgley), 200726. Victoria BeckhamFashion label, UKDesigned by SVIDesign(Sasha Vidakovic), 2009Eliminating the breakbetween the two wordsand the cross strokesof the ‘A’s creates arhythmic repetition,and a new angle on abrand name we are allfamiliar with.27. SteamRestaurant, AustraliaDesigned by Inkahoots,2010Hot type generates riceand rising steam for thisAsian restaurant on theMornington Peninsulanear Melbourne.28. At What CostTravelling exhibition, USADesigned by de.MO(Giorgio Baravalle), 2009The sense of anunfinished, precariouslybalanced project in thiswordmark for a travellingoutdoor exhibition onhuman trafficking, forcedlabour and child labour.

More or less. Missing parts 12325262728

124 More or less. Minimal1. 3DW Focusing solely on the 1Architectural ‘Good’ (Da) of ‘Good 2visualization, UK Company’, this wordmark 3Designed by embodies the youthful, 4DesignStudio, 2010 fun nature of theAn elemental mark that company’s output.gently unfolds whenanimated, and provides 9. Capital Partnersa stamp of ownership Property developer,on the company’s 3-D Kazakhstanarchitectural renders. Designed by Pentagram (Michael Gericke), 20062. From ScratchCultural think tank, 10. DACSBelgium Not-for-profitDesigned by Coast rights management(Frederic Vanhorenbeke), organization, UK2010 Designed by 300million (Martin Lawless, Nigel3. Ad Kinetsu Davies, Katie Morgan,Advertising agency, Japan Helen Stergious), 2008Designed by Ken Miki & A mark that had toAssociates, 2010 be authoritative andAn ‘A’ and a ‘D’, two professional whiledirections, alternative remaining contemporarycourses of action. and unconventional enough to appeal to4. Atelier Pedro Falcão DACS’ (formerly theGraphic design studio, Design and ArtistsPortugal Copyright Society)Designed by Atelier members, who includePedro Falcão, 2010 the likes of Damien HirstThree characters and Banksy.reduced to make one. 11. Olmo Reverter5. Vumi PhotographyOnline career portfolio Photographer, UKsystem, Australia Designed by StudioDesigned by Inkahoots, Paradise (Samuel Moffat,2010 Jade Abbott), 2010Strong shapes and The name of thiscolours for a young job- London-based Spanishseeking audience who photographer is one thatuse the system to create can be distilled downdigital resumés and invite to the three most basicpotential employers to geometric shapes.‘view me’. 12. Komono6. Lean Alliance Fashion accessoriesManagement training company, Belgiumcompany, Germany Designed by CoastDesigned by Thomas (Ingrid Arquin), 2009Manss & Company, 2005No sign of waste in thiswordmark for a companyteaching the ways oflean manufacturing. Theabstracted letterformsare based on WalterHaettenschweiler’snever-publishedAfricaine typeface.7. OrsoSign manufacturer,GreeceDesigned by G DesignStudio (MichalisGeorgiou, DiamantisArabatzis), 2009Sign-like simplificationtaken to extremes in thissignmaker’s logotype.8. Cwmni DaTelevision productioncompany, UKDesigned by Elfen (AaronEasterbrook, GutoEvans), 2008

More or less. Minimal 12556789 1011 12

126 More or less. Minimal13. FaulknerBrowns 19. Kajimoto Music Office 13Architects Concert promoter, Japan 14Architectural practice, UK Designed by Samurai 15Designed by A2/SW/HK, (Kashiwa Sato, Yhoshiki 162007 Okuse), 2009An identity that gets A logo whose numerouscreative with spaces: the arrangements and colourcounters in the letters combinations celebrateof the basic wordmark the possibilities and– the ‘A’s, ‘R’s, ‘B’ and creativity of this classical‘O’ – undergo constant music event organizer.rearrangement in printand digital applications. 20. Digital Illusions Creative Entertainment14. FramePage Computer gameEditorial photography developer, Swedenagency, Finland Designed by StockholmDesigned by Hahmo Design Lab, 2006(Erik Bertell, Jenni A code-like mark forKuokka, Pekka Piippo, DICE, part of the EAAntti Raudaskoski), 2009 Games Group, designedAn ingenious tweak of the to appeal to thecamera’s viewfinder mark company’s youngcreates a monogram for male market.FramePage, a start-upby photographer Hanna 21. La Maison de PhotoRaijas. Photographic prints retailer, France15. Nine Point Nine Designed by StudioArchitectural practice, Apeloig, 2009Australia Another of PhilippeDesigned by Studio Apeloig’s carefullyParadise (Samuel Moffat, choreographedJade Abbott), 2010 logotypes, this time forA multilevel logo. At a seller of limited-editionfirst sight, a grid of dots prints by landscapesuggests a floorplan or photographers Patrickcolumn layout. But the Borie-Duclaud andlogo depicts the name in Nicolas Boudreaux.the simplest terms (nine,point, nine) and also spells 22. Circait (9.9), if the two blocks of Music label, Australianine dots are joined up in Designed by Markthe right order. Gowing Design, 2010 A logotype (and CD cover16. Hans Freymadl titling system) designedMultidisciplinary designer, in an experimental,Australia rhythmic type-codeDesigned by Naughtyfish comprising a strict set(Paul Garbett), 2009 of modular parts, for anA monogram that reflects avant-garde music label.the restrained aestheticof this architect, interior 23. NBSdesigner and furniture Technical informationdesigner. publisher, UK Designed by OPX17. Henderson Leyland (Frances Jackson, SimonRare book specialist, UK Goodall, Viola Muller),Designed by Bateson/ 2008Studio (John Bateson, NBS publishesTom Miller), 2010 information andA three-stage logotype specification systemsfor a Kent company for the constructionspecializing in collectable industry. The electronicposters and art and aesthetic of its logodesign books. From a row reflects the increasinglyof book spines to the full digital nature of itslogotype in two steps. product range.18. Japan DesignSocietyAcademic society, JapanDesigned by Ken Miki &Associates, 1993The 3-D shapes andshadows found in thestylized initials of thismark hint at the group’smain concern: productdesign.

More or less. Minimal 1271718 1920 2122 23

128 More or less. Minimal24. Canterbury School 29. Title 24of Architecture Music and film retailer, 25Architecture school, UK Australia 26Designed by Graphical Designed by Mark 27House, 2010 Gowing Design, 2006A mark that establishes An underground musica restrained identity for and avant-gardeCSA within the University film specialist, with afor the Creative Arts, discerning audience andwhose faculties span a logotype that invitessouth-east England. the mind to do some of the work.25. Chartered Society ofPhysiotherapy 30. Reuter & KucherProfessional association, SteuerberaterUK Tax consultancy,Designed by Spencer Germanydu Bois (John Spencer), Designed by Büro Uebele2010 Visuelle KommunikationBending and flexing, the (Andreas Uebele, BeateCSP’s letterforms allude Kapprell), 2004to shapes made by the For a firm whose skillhuman body. is in reducing tax bills, a wordmark with a26. AAYA minimum number ofRestaurant group, letters. The fortuitousHong Kong repeat of the ‘r’ allowsDesigned by North, 2010 the company’s initials toThe odd letter out hold the mark togetheris actually the same in the centre.character as theothers, flipped, to give 31. Preston Kellythe second initial of Advertising agency, USAowner Alan Yau, who Designed by Cuetransformed oriental (Alan Colvin), 2007dining in London withrestaurants such as 32. Rotterdam AcademieWagamama, Yauatcha, van BouwkunstHakkasan and Busaba Architecture and urbanEathai. design school, The Netherlands27. Studio Sam Designed by TotalMultidisciplinary Identity, 2009designer, Australia A mark that is manifestedDesigned by Design By in many differentPidgeon, 2008 materials and that,A set of movable besides representingtriangles that spell the the two main initials ofname of Sam (Samantha) the academy, can alsoParsons and whose act as arrows, connectionmultiple variations points and a framingexpress her adaptability device.in designing interiors,products and furniture. 33. Visual Intelligence Agency28. UCLA Architecture Moving image and& Urban Design cultural consultancy, UKArchitecture school, USA Designed by StudioDesigned by Pentagram Tonne, 2009(Eddie Opara), 2007An identity designed 34. Peter Taylorto capture the Associates Limitedtransformative, Architectural practice,expressive nature UKof contemporary Designed by Mindarchitecture with a series Design, 2009of letterforms that seem No shortage of room into fold and grow out this logotype, where theof each other. Despite name has been writtensurviving only a year in full, then stripped ofbefore UCLA overruled everything except theits Architecture & Urban initials.Design school andrejected the identity, it 35. Seven Film Gallerylives on as an animation Film rental, Greeceon the AUD website. Designed by Designers United (Dimitris Koliadimas, Dimitris Papazoglou), 2007

More or less. Minimal 12928 2930 3132 3334 35

Rotating, reflecting, slanting andstacking words and portions of wordscan generate interesting dynamics,rhythms and hierarchies with plainor long names. Groups of letters areused as building blocks, orientated tosuggest disruption, harmony, ascent,descent, space and structure.

AlternativeArrangements

132 Alternative arrangements. Rotated 1 21. Appleton & DomingosArchitectural practice,PortugalDesigned by AtelierPedro Falcão, 20092. RethinkCharity, UKDesigned by Spencerdu Bois (John Spencer),2002A wordmark thatsteers clear of tryingto symbolize thesensitive and complexissue of mental health.Its orientation is anencouragement tochange the way mentalillness is thought about.3. Penoyre & PrasadArchitectural practice,UKDesigned by SEA (BryanEdmondson), 2009Some neat symmetryand connections in thismark to emphasize thepractice’s collaborative,joined-up approach andgroup spirit.4. Vertical GardenDesignLandscape architecturepractice, SwedenDesigned by Area 17(Audrey Templier), 2010A suitably cascadingmark for a designer ofvertical gardens foroffices, shops and otherclients.5. National Library ofIrelandNational library, IrelandDesigned by CreativeInc (Mel O’Rourke, KarenErdpohl), 2011A contemporary markwith forms based onthe historic building’sGeorgian features,designed to broaden thelibrary’s appeal amongthe general public.6. Louise TooheyArchitect’s agent, UKDesigned by Untitled(David Hawkins, GlennHoward), 2004A monogram thatdoubles as an excerptfrom an architecturalfloorplan.7. Dab Hand MediaFilm productioncompany, UKDesigned by Tomato(Dylan Kendle), 20078. London ChamberOrchestra (LCO)Chamber orchestra, UKDesigned by CDT Design(Mike Dempsey), 1989

Alternative arrangements. Rotated 133345678

134 Alternative arrangements. Rotated 9 109. British LibraryNational library, UKDesigned by Interbrand,2002Confident, trustworthy,modern, the BritishLibrary’s logo is alsoa nod, possibly, to theorientation of book titleson spines.10. Home 3 AssistanceHome assistancehelpline, UKDesigned by CDT Design,2008A re-orientation of theword highlights thenumeral: the ‘3’ refersto a three-way claimshelpline that connectsthe homeowner, Home 3and a tradesman who cancarry out the repair.11. College of BuiltEnvironmentsArchitecture school, USADesigned by Studio/lab(Hillary Geller), 2007The new name of theformer College ofArchitecture and UrbanPlanning at the Universityof Washington is stoodon end to echo themodern skyline of Seattleand the landscape’sformer landmarks – totempoles.12. Museum LinksCultural exchange, UKDesigned by DowlingDuncan (John Dowling,Rob Duncan), 200913. OctinkDisplay printer, UKDesigned by FeltBranding (Scott Manning,Tom Rogers), 2009Intelligence, flexibilityand ink are theassociations Octinkhopes to make with itsnew name (replacingAllsignsgroup) andtentacular ligature.14. Metropolitan WharfProperty development,UKDesigned by SEA (BryanEdmondson), 2010The original Victorianroofline typographythat extends the lengthof this riverside formerwarehouse, put to workfor the building’s new useas office and retail space.

Alternative arrangements. Rotated 13511 1213 14

136 Alternative arrangements. Rotated15

Alternative arrangements. Rotated 13715. The Museum of returning to originalModern Art metal type samples toMuseum, USA plot the true contours ofDesigned by Chermayeff each letter.& Geismar, 1964;Matthew Carter, 2003; The new system makesPentagram (Paula Carter’s MoMA GothicScher) and MoMA (Julia the font for all MoMA’sHoffmann), 2009 typography, and makesAs befits an institution prominent use of theof the original up-down museum’s re-energized,city, and one whose signs reoriented logotype.have beckoned art loversand tourists down the 16. Intro Gardecanyon of a crosstown Domestic securitystreet for decades, the products, SwitzerlandMoMA identity has gone Designed by Nadinevertical. Kamber, 2010One of the features of 17. Bankside Mix 16a system designed by Retail and leisure 17Paula Scher and MoMA’s property, UK 18Julia Hoffmann to refresh Designed by GBH, 2009 19and strengthen the A reflection of the new,museum’s ‘institutional strongly orthogonalvoice’, the vertical architecture on London’splacement echoes Bankside, and possiblythe logotype’s most an arrow to point theprominent application of way there.recent years: on its side,on the facade. Scher is 18. Intermédiationsknown for persuading Mediation service,New York institutions to Switzerlandembrace the popular, Designed by Atelier Bundishortened versions (Stephan Bundi), 2008of their names – theWhitney (Museum), the 19. XococavaMet (Metropolitan Opera) Chocolatier, Canadaetc. – and the MoMA Designed by Concreterealignment can be seen (Diti Katona, Johnin the same light: as an Pylypczak), 2008affirmation of the way A Toronto shopthe institution is most celebrating the chocolatecommonly perceived. cultures of Spain and Mexico, Xococava (‘chocThe original, fully cellar’) is big on flavoursspelled-out identity and big on type, jugglingwas designed by Ivan letterforms (includingChermayeff in 1964, a haloed ‘c’) on itswho chose the ‘modern packaging in loud, cross-with roots’ Franklin cutting formations.Gothic No.2 typeface torepresent the museum.The system becamean icon of institutionalbranding before thetranslingual, abbreviatedform appeared in the1980s. When Bruce Mauwas asked to reviewalternatives to theFranklin Gothic identity,he advised MoMA tostick, not bust. Themuseum’s mission andvalues had not reallydeviated: why changeoutwardly when it had notchanged inwardly?Mau did, though, spotthat the digital version ofFranklin MoMA was usingcontained defects thatbecame glaring at largesizes. The letterformswere squatter andless elegant. Typefacedesigner Matthew Carterset the record straight,

138 Alternative arrangements. Slanted1. Booket Breakthrough’s mission 1Paperback publisher, is to support research, 2Spain campaigning and 3Designed by Summa education that will help to 4(Josep Maria Mir), 1997 stamp out breast cancer.A book in a pocket for thepaperback arm of Grupo 8. Lokalt FöretagsklimatPlaneta. Annual regional enterprise campaign,2. FCE SwedenUniversity membership Designed by Weassociation, Hong Kong Recommend (MartinDesigned by CoDesign Fredricson, Nicolaj Knop),(Eddy Yu, Hung Lam, Sum 2008Leung), 2010FCE stands for 9. Nau Capitalthe Federation for Macro investmentContinuing Education in company, UKTertiary Institutions. Its Designed by Atelierlogo symbolizes personal Pedro Falcão, 2007advancement through A circle symbolizes thelifelong learning, and movement of capitalcollaboration between around the world; anFCE’s 14 partners. upward tilt indicates the direction of the results.3. Laidlaw FoundationCharitable foundation, 10. WilhelmCanada Nightclub, SwitzerlandDesigned by Hambly & Designed by MixerWoolley (Bob Hambly, (Erich Brechbühl), 2010Barb Woolley), 2008 A logo that leadsThe Laidlaw Foundation downstairs for thispromotes positive basement club.youth developmentthrough involvement in 11. Tilt Designthe arts, environment Video graphics team,and community. It gets UK/Australiaindividuals and groups Designed by Design Byback on their feet, little Pidgeon, 1998by little, as its logotypeillustrates.4. Lill RechtsanwälteSolicitors’ firm, GermanyDesigned by ThomasManss & Company, 2006A compact, stylish markthat takes its cue fromthe description of thisBerlin law firm by a lawtrade magazine as a‘property boutique’.5. SevenManagement recruitmentagency, UKDesigned by B&W Studio(Lee Bradley, AndrewDroog, Adam Evans),2009An edgy identity in moreways than one, this markis always positionedbleeding off the top-rightcorner, creating theillusion of a ‘7’.6. The Burgiss GroupInvestment softwarecompany, USADesigned by LanceWyman, 20027. Breakthrough BreastCancerCharity, UKDesigned by hat-trick(Gareth Howat, JimSutherland, TimDonaldson), 2009

Alternative arrangements. Slanted 1395678910 11

140 Alternative arrangements. Circular1. Tossed circularity the companySalad bar chain, UK promotes.Designed by Practice+ Theory (Andreas 7. VertigoPohancenik) and Private yacht,LoveBranding, 2006 Marshall Islands Designed by North, 20102. Calderdale Council Registered at BikiniLocal authority, UK Island, this yacht has itsDesigned by B&W Studio own logotype, suggestive(Steve Wills, Lee Bradley, of a sea compass.Alex Broadhurst), 2009A logotype to promote 8. Bob Schalkwijkworking together across Photographer, Mexicothis region of Yorkshire, Designed by Lancewrapping its message Wyman, 1976around the council’sinitials.3. Martha Stewart 1Omnimedia 2Media brand, USA 3Designed by Doyle 4Partners (Stephen Doyle,August Heffner), 2006The power of the namemade a wordmark –rather than an emblem– the only option. A senseof Stewart’s trademark‘handmade, home-made and artful’ wasconveyed by drawingthe letterforms by hand,expertly but imperfectly.The circular arrangementis intended to stir warm,Martha-esque feelingsof community.4. Standard 8Fabricator, UKDesigned by Browns(Nick Jones, StephenMcGilvray), 2005Standard 8 makesbespoke installations andexhibition displays – itsproducts are anythingbut standard. Thesame can be said of itslogotype, which exists ineight different versions,each featuring eightnumerals in a differenttypeface.5. TrommpoChildren’s clothingcompany, UruguayDesigned by Buddy(David Jones, MarkGirvan, Sarah Mills), 2010A name and mark inspiredby trompo, the Spanishword for a spinning top.6. Tuke & BloomRecycled glasswarecompany, UKDesigned by StudioSpecial, 2010A logotype that recyclesthe tradition of stampingthe maker’s name onthe base of mould-made glassware, butone that also (withtwo ampersands)conveys the continuous

Alternative arrangements. Circular 1415678

142 Alternative arrangements. Multilayered1. 750mph of New York institutions, 1Sound studio, UK including Tiffany & Co. 2Designed by North, 2009 and the Metropolitan 3A name that is the Opera. This restaurant 4(approximate) speed of on West 56th Street issound, and a logotype one of the smaller ones,that separates the but built around a huge,number into two of its hearth-like wood-burningcomponent sounds – the oven.stock-in-trade of soundengineers. 8. Ben Saunders Polar explorer, UK2. American Cinema Designed by Studio8 (ZoëEditors Bather, Matt Willey, SteveHonorary society, USA Fenn, Tom Pollard), 2010Designed by C&G North or south – it’sPartners (Steff always one or the otherGeissbuhler), 2001 for Ben Saunders.A repetition that mimicsthat of 35mm film – the 9. Arts for Healthprincipal movie medium Cornwall and Islesin 2001 – with the arms of Scillyof the ‘E’s providing Art therapiesthe sprocket holes that organization, UKallowed editors to do Designed by Two, 2009their job. A plain-speaking logotype first created for3. Ancillotto a pair of well-receivedMixed-use development, publications, whoseItaly typography gave aDesigned by milkxhake balanced, consistent(Javin Mo), 2009 presentation to a diverse, award-winning portfolio4. Asociación of projects.Profesional deDiseñadores de 10. Casa LeverIluminación Restaurant, USAProfessional association, Designed by MuccaSpain Design (Matteo Bologna,Designed by Mario Steve Jockisch, ChristineEskenazi, 2010 Celic Strohl), 2009A logo and its shadow For this Italian fine-diningfor Spain’s professional eatery – in the formerassociation of lighting Lever House Restaurant,designers. with interiors by Marc Newson – the logotype5. Barneys New York and visual languageDepartment store chain, recall mid-20th-centuryUSA design and, specifically,Designed by Chermayeff the output of Italian& Geismar (Tom Geismar, Futurist FortunatoSteff Geissbuhler), 1981 Depero (1892–1960),Barneys’ 1981 identity whose creations includedwas part of a gradual graphics, interiors andmove away from the the classic Camparistore’s discount clothing Soda bottle.origins (it was foundedin 1923) to stock leadingdesigners and brands,initiated by BarneyPressman’s son Fred. Theapostrophe was droppedand the space betweenthe ‘w’ and ‘y’ reducedto allow the two linesto stack evenly and, inso doing, put ‘NY’ at thestore’s heart.6. Aya TakanoArtist, JapanDesigned by Homework(Jack Dahl), 20107. BeaconRestaurant, USADesigned by Pentagram(Paula Scher), 1999Paula Scher has designedidentities for a long series

Alternative arrangements. Multilayered 14356789 10

144 Alternative arrangements. Multilayered11. Chuck Choi 18. Human Genome 11Architectural Sciences 12photographer, USA Pharmaceutical 13Designed by C&G business, USA 14Partners (Emanuela Designed by LandorFrigerio), 2009 Associates (Beca Lee,Another logotype (like Paul Owen), 2010750mph, p.142) that A departure from theseparates sounds by vacuous swirls, sails andstacking its constituent swooshes so belovedparts; in this case, the of businesses in thetwo words conveniently scientific sector in recentsound like the years: a logotype that ismechanical release of memorable for its relativea camera shutter. straightforwardness and integrity.12. Claudine ColinCommunication 19. Nest.co.ukCultural public relations Online furniture retailer,firm, France UKDesigned by Studio Designed by UniversalApeloig, 2008 Everything, 2004A stack of speakers toget the message across 20. Jamie Oliverfor this cultural PR firm. TV chef, UK Designed by SEA (Bryan13. Museums & Galleries Edmondson), 2005NSW A wordmark with on-shelfCultural promotion and presence for the TVsupport agency, Australia chef’s legion of brandedDesigned by Mark goods, in a typeface withGowing Design, 2007 the appropriate level ofA tone of neutrality, ‘lovely-jubbliness’.authority andtimelessnesscharacterizes this markfor an agency givingsupport to museumsand galleries in NewSouth Wales.14. ColumbaFinancial event datacompany, UKDesigned by Carter WongDesign, 2010Calendar-based eventdata is central toColumba’s business,and with seven letters,the company name lendsitself to double as aweekly calendar.15. Covert MusicArtist managementagency, UKDesigned by 1977 Design(Paul Bailey, Chloe Pillai),200916. DansmakersAmsterdamContemporarydance company,The NetherlandsDesigned by Lava, 2010A logotype with its owninternal choreography,with letterforms thatseem to morph into oneanother, in formation.17. Ellis MillerArchitectural practice, UKDesigned by CartlidgeLevene, 2008An architect’s logotypewith strong structuralconnections.

Alternative arrangements. Multilayered 14515 161718 1920

146 Alternative arrangements. Multilayered21

21. English National designed a series of Alternative arrangements. Multilayered 147Opera startlingly original 22National opera company, posters for the company. 23UK Cutbacks brought the 24Designed by CDT Design work to an end, but the 25(Mike Dempsey), 1991 logotype remains. ‘TheIf you’re looking for important thing about theinspiration, get out of the creative success of theoffice. That would seem project,’ says Dempsey,to be the lesson from the ‘was the fact that it was amaking of many of the great client. Both Cooperworld’s most memorable and Jonas wanted tomarks. An uncommon make waves.’number, it would seem,were conceived while 22. Fonds Podiumin transit: Milton Glaser Kunstencame up with the ‘I♥NY’ Performing arts fund,logo in the back of a The Netherlandsyellow cab; the Canadian Designed by Lava, 2010National Railways ‘CN’ A deliberately self-monogram was first effacing, almost austere,sketched by Allan logotype, only everFleming on a flight to New printed in black, intendedYork. Like those two, Mike to consume as littleDempsey’s ‘singing’ valuable arts fundinglogotype for English as possible. As a set ofNational Opera is often steps up to a stage – orlisted by designers as to new and higher levelsone of their favourite for the arts – it stackslogos. And it was born on up neatly.the number 38 bus. 23. HerrenabigDempsey describes Dining and events club,ENO’s then-CEO Peter SwitzerlandJonas as ‘brilliant’ and Designed by Hotz &‘extremely supportive’. Hotz (Roman Imhof, KimJonas admired Arbenz), 2009Dempsey’s recent work Based on Centuryfor the London Chamber Gothic, this hand-drawnOrchestra (p.133), but logotype for a grouphis expectations went of male friends whohigher. ‘If you can come organize events in Zurichup with something as is intended to echo thesimple as the VW logo typography of earlyI’ll be very pleased,’ he American jazz clubs.advised Dempsey. Thedesigner recalls the 24. Fischer Spoonerchallenge of the ENO Electronica duo, USAidentity occupying him Designed by Homeworkday and night, ‘as with all (Jack Dahl, Enricodesign problems. They Bonafede), 2009stay in my head 24 hoursa day, nagging away until 25. Le Vieux Manoirsomething starts to Hotel, Switzerlandfilter through. Designed by Hotz & Hotz (Thorsten Traber), 2009‘I generally keep a Trad type, contemporarynotebook and recall composition, for a newsitting on top of the 38 lakeside hotel at thebus going to work and former country estatestarting to doodle. of a French general.I realized that the wholenotion of opera is aboutthe voice, the openmouth, and that gaveme my visual clue.‘I showed it to both [Keith]Cooper (ENO’s marketingdirector) and Jonas,and they respondedenthusiastically fromthe moment they sawit, which was fortunatebecause it was the onlyidea I presented.’Dempsey developed acomplete branding andtypographic system forENO, and over a decade

148 Alternative arrangements. Multilayered26. Marmalade Toast uses repetition, like the 26Cafe, Singapore Olympic identity, but to 27Designed by &Larry suggest abundance; de 28(Larry Peh, Lee Weicong), todo is Spanish for ‘of 292010 everything’.A stylish, upmarketcafe-cum-bistro opened 33. de.MO Booksby the Marmalade Publisher, USAGroup on Orchard Designed by de.MORoad, Singapore, whose (Giorgio Baravalle), 2010name appears to be The design consultancy’ssimultaneously popping own imprint of thought-out of toaster slots and provoking, beautifullymelting like butter. produced volumes of journalistic photography27. Mattura has a mark made for bookWinery consultant, spines.ArgentinaDesigned by Ailoviu, 34. El Japonés2009 Restaurant, Spain Designed by Mario28. Patrick Heide Eskenazi, 1999Contemporary Art El Japonés serves notContemporary art just Japanese but alsogallery, UK Asian dishes; its logotypeDesigned by Thomas is based on the three-Manss & Company, 2008 lined trigrams found in the I Ching (Book of29. Università IUAV di Changes), one of China’sVenezia earliest classic texts.University, ItalyDesigned by Studio 35. StartSkuddetApeloig, 2003 Student organization,Founded in Venice in Denmark1940 as the Istituto Designed byUniversitario di KalleGraphics, 2010Architettura di Venezia,IUAV is now the only 36. Knabenchoruniversity in Italy to Güterslohcover all aspects of the Boys’ choir, Germanybuilt environment, from Designed by Thomasarchitecture to planning Manss & Company, 2007to design and the arts. More singing typography, this time for a German30. Luna Design touring boys’ choir. TheDesign consultancy, logotype provides a faceSpain for the group and alsoDesigned by Estudio serves as affordableDiego Feijóo, 2004 advertising while onA mark that highlights tour; copies are printed,Luna’s emphasis on the poster-size, in advance,value of teamwork in its and the concert dates areprojects. applied locally.31. Collectors Gallery 37. RIBA BookshopsVintage jewellery retailer, Architectural bookshops,Belgium UKDesigned by Coast Designed by OPX(Frederic Vanhorenbeke), (Frances Jackson, Britt2008 Gundersen), 2008A logotype that seems Designed for theto hang in strands, like a bookshops of the Royalvintage necklace. Institute of British Architects, both online32. DeTodo and in-store.Retail centre, MexicoDesigned by LanceWyman, 1969The young Lance Wymanmade a name for himselfand created a vibrant newlook for the Olympicswhen he designed theidentity for the 1968Games in Mexico.Afterwards he stayed onin the country, designinga string of identities.This one, for a shoppingcentre in Mexico City,

Alternative arrangements. Multilayered 14930 3132 3334 3536 37