Logotype

150 Alternative arrangements. Multilayered38. Science Museum surroundings, but one 38National museum of whose central alignment 39science and technology, echoes that of Farrow’s 40UK mark for Peyton and 41Designed by Johnson Byrne (see p.153) – theBanks, 2010 group behind thisThe Science Museum’s restaurant.identity originated inresearch on codes, 44. Museum of Americanpuzzles and early Financedigital typefaces, Museum, USAwhich led to a 3x4 grid Designed by C&Gof modular, slightly Partners (Emanuelaabstracted letterforms Frigerio), 2006that demanded somedecoding – one way of 45. Mount Anviladding a little intrigue Property developer, UKto two very generic Designed by me&dave,words. There was only 2010one problem: ‘Science’ Letters stacked brick-has seven letters, not fashion for this builder-six. Without making the turned-developer.mark any less readable,the ‘E’ was altered to 46. Pilobolus Danceincorporate an ‘i’. Company Dance company, USA39. St Mary-le-Bow Designed by ChermayeffChurch & Geismar, 1982Church, UKDesigned by Untitled 47. The Wapping Project(David Hawkins, Glenn BanksideHoward), 2004 Photography gallery, UKMore than 900 years old, Designed by Brownsrebuilt by Sir Christopher (Jonathan Ellery, ClaireWren and the home of Warner), 2009the famous Bow bells, St The Wapping Project,Mary-le-Bow in the City a rather wonderfulof London now competes exhibition space housedwith shopfronts and in a former hydraulicglobal brands for power station in London’sattention. The Revd East End, opened aGeorge Bush realized photography gallerythat the church needed at Bankside, oppositeto employ contemporary Tate Modern in 2009. Itsvisual language, too, to logotype makes the linkpublicize its lunchtime between the two partsand evening events. of town.40. Stara PiekarniaProperty development,PolandDesigned by logotypy.com (Wiktor Pawlik), 2010Branding for a formerindustrial bakery inWroclaw, south-westPoland, now convertedinto luxury apartments.41. Statik Dancin’Club nights brand,BelgiumDesigned by Coast(Frederic Vanhorenbeke),200842. The ColourhousePrinter, UKDesigned by SEA (BryanEdmondson), 2008A stack of pages comingoff the press?43. The Restaurantat the Royal Academyof ArtsRestaurant, UKDesigned by Farrow, 2011A distinctively classicallogotype to reflect the

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152 Alternative arrangements. Multilayered48. New Museum 54. Parrotta 48Contemporary art Contemporary Art 49gallery, USA Contemporary art gallery, 50Designed by Wolff Olins, Germany 512008 Designed by Büro UebeleSimplifying the name Visuelle Kommunikationof the New Museum (Andreas Uebele, Beateof Contemporary Art Kapprell), 2006allowed Wolff Olins to A mark whose apparentlycreate a flexible identity random spacing of lettersthat could act as a vessel and blacking of countersfor changing information, suggests its own artisticincorporating – between interventions.the two words – differentmessages about art, the 55. International Councilmuseum and what’s on. of Museums UK Professional association,49. The Company Books UKAccountancy firm, UK Designed by Mark Studio,Designed by Atelier 2008Works (John Powner,Lou Wood), 2006 56. Red Ladder TheatreNothing to do with Companyancient symbology (or Theatre company, UKJohn Bonham’s ‘sign’ Designed by The Chasefrom Led Zeppelin IV ), but (Kevin Blackburn), 2003a good way of answeringthe client’s brief to 57. Peyton and Byrnerepresent its integrated Bakery and restaurantbook-keeping services. group, UK Designed by Farrow,50. Self Publish, Be 2006Happy An irresistibly restrainedSelf-publishing book logotype for a clientpromoter, UK known for its seductiveDesigned by Untitled creations.(Glenn Newark, DavidHawkins), 2010Type associated with thefirst printing revolution– letterpress – used topromote the latest: self-publishing.51. Rainy City StoriesOnline literary anthology,UKDesigned by Mark Studio,2009Rainy City Storiespresents an interactiveliterary map ofManchester, one of theUK’s wettest cities.52. Ossie ClarkFashion label, UKDesigned by SVIDesign(Sasha Vidakovic), 2007A revival of a designerand a label thatdominated fashion in the1960s and 1970s, witha logotype that updatesthe kind of full, sinuousletterforms typical ofthat period.53. National YouthChoirs of Great BritainNational youth choir, UKDesigned by GradeDesign (Peter Dawson,Banlee Too, PaulPalmer-Edwards), 2008A musical stave providesthe platform for the fullchoir name.

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154 Alternative arrangements. Multilayered58. Top Drawer 64. Toronto LifeRetail trade event, UK Magazine, CanadaDesigned by KentLyons Designed by A2/SW/HK(Shammi Umeria), 2010 and Jessica Rose, 2010A stylish high-contrastserif typeface (Caslon 65. Big Science ReadGraphique) badges Annual readingthis biannual event for campaign, UK‘design-led gifts, lifestyle Designed by Mark Studio,and fashion accessories’. 200959. Toronto Magazine 58Magazine, Canada 59Designed by Hambly & 60Woolley (Barb Woolley, 61Ross Chandler), 2008A magazine mastheadthat highlights itsconstituent letterforms,like the boroughs orneighbourhoods ona city map, as well asthe shorthand for thecity and state: ‘TO’ forToronto; ‘ONT’ or ‘ON’for Ontario.60. University ofWestminsterUniversity, UKDesigned by hat-trick(Gareth Howat, JimSutherland, AlexSwatridge), 2009In the same vein as theNew Museum identity(see p.152), this alsouses the name of theinstitution to bookendchanging messages; inthis case, aspirations andthe names of individualschools.61. Walktall.comLarge-size footwearretailer, UKDesigned by Taxi Studio(Spencer Buck, RyanWillis, Roger Whipp),200962. Sarah DaviesTelevision presenter andmodel, AustraliaDesigned by Couple,2009For a multitalentedMiss World finalist whonow describes herselfas a ‘TV presenter/Master of Ceremonies/Ambassador/Model’,a logotype thatincorporates the ‘/’ intoits letterforms.63. Usual SuspectsExperiential marketingagency, The NetherlandsDesigned by The StoneTwins (Garech and DeclanStone), 2008Printed on rolls ofadhesive tape to brandon-location events, thisidentity hints at disguise,codes and covert forces.

Alternative arrangements. Multilayered 15562636465

156 Alternative arrangements. Reflection and inversion1. Eye Place 9. ViavaiOptometrist, Singapore Wine bar, GermanyDesigned by &Larry Designed by Büro Uebele(Larry Peh, Ter Yeow Visuelle KommunikationYeong), 2006 (Andreas Uebele, BeateA mark for an ‘optical Kapprell), 2004boutique’ based on a A logotype-cum-symboldiagram of the workings composed of the lettersof the human eye, that in the name Viavai.seems to say, ‘If you can’tread the logo, maybe it’s 10. JCL Recordstime for a visit’. Record label, UK Designed by Grade2. Couple Design (Peter Dawson,Graphic design Banlee Too), 2008consultancy, Singapore A harmoniousDesigned by Couple, composition for a2007 classical music label.3. Willem and Anne 11. Millennium Models 1Married couple, Architectural model- 2The Netherlands maker, UK 3Designed by Me Studio Designed by Hyperkit, 4(Martin Pyper), 2009 2009Two names inextricablylinked in one wordmark, 12. Joyce and Jonathanwhich is also used turned Huithrough 180 degrees. Married couple, Hong Kong4. Arteria Designed by CoDesignPerforming arts network, (Eddy Yu, Hung Lam, RaySpain/USA/Argentina/ Cheung), 2010MexicoDesigned by North, 20095. The DorchesterCollectionHotel group, UKDesigned by Pentagram(John Rushworth), 2006John Rushworth brandedthis five-star hotel groupwith a pair of abstractedletterforms – a classic,luxury-style monogramthat could also be seenas a pair of heavy doorhandles.6. Leong Ka-TaiPhotographyPhotographer, Hong KongDesigned by CoDesign(Eddy Yu, Hung Lam),2007Another lenticular-styleinversion.7. Turnaround forChildrenSchools improvementprogramme, USADesigned by Siegel &Gale, 2009Turnaround works in NewYork’s most challengedschools to treat safety,social and learningissues.8. Magnusson Fine WineWine storage andconsultancy, SwedenDesigned by StockholmDesign Lab, 2007A monogram for thisconnoisseurs’ servicedesigned to echo thoseof luxury brands andhigh-quality winemakers.

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158 Alternative arrangements. Reflection and inversion13

13. Randstad the softness that would Alternative arrangements. Reflection and inversion 159Uitzendbureau attract (predominantly 14Temporary employment female) ‘temps’. 15agency, The Netherlands 16Designed by Total Design He finally achieved a 17(Ben Bos), 1967 form he was happy with.A pair of open arms? A But a single ‘r’ looked toopair of desks or computer unbalanced, ‘too shaky’.screens? The stem and It was only when Bosleaves of a plant? Or added a mirror image ‘r’just an ‘r’ and its mirror that the mark found itsimage? The Randstad equilibrium, a centre,logotype is something and a fund of visualdifferent every time you associations.look at it, and yet it is sosimple. Its chameleon It became the visualcharacter, sophisticated building block for asimplicity and ageless stream of strikingmodernity are reasons exhibition stands,why it remains in use posters and publications,more than 40 years after that kept Randstad withits introduction. TD for an extraordinary 25 years. Meanwhile, theIt was the creation of Ben process of its conceptionBos, who worked at the seemed to point the waypioneering Dutch design towards a new modelgroup Total Design (TD) for design companies,for 30 years, doing the one that many still seekjob of bringing beautifully to emulate, in whichconcise identities into commercial projectsthe world for corporate and private, research-clients – and, with them, type projects co-existincome into the studio – with mutually beneficialwhile his partners mixed results.commercial work withprivate design projects. 14. Miso Fashion label, UKRandstad was a growing Designed by B&W Studiobusiness, in an industry – (Steve Wills), 2007temporary employment– that was in its infancy 15. Sabaand still seen as not Restaurant, Irelandentirely above board. Designed by Creative IncFrits Goldschmeding, (Mel O’Rourke, Kathrynthe Randstad founder, Wilson), 2008wanted an identity A mark for a Thai andthat could convey Vietnamese restaurantrespectability and in Dublin that mimicsprofessionalism – a the iron fretwork in themark with integrity, like interior with a ligaturethe Mercedes Benz star specially adapted fromor the droplet symbol that between the ‘s’TD had created for oil and the ‘t’ in the Mrscompany PAM. Eaves typeface.Bos found inspiration in 16. Third Lightthe future, not the past. Rock band, UKA year or so earlier, Bos’s Designed by Buddycolleague (and, he has (David Jones, Markclaimed, his idol) Wim Girvan), 2009Crouwel had developed Some typographicthe New Alphabet, a sleight of hand creates aprototype computer mirror-image ambigram.typeface of light, squareletterforms with bevelled 17. Tim Wood Furniturecorners. It was deliciously Bespoke furniture maker,futuristic for its time. UK Designed by ThomasBos took the simplified Manss & Company, 1993‘r’ and added body and A modern monogramcharacter, adding weight based on the initials ‘TW’,to the strokes, rounding and providing a seal-likeout their junction and stamp of quality onincreasing the bevel. stationery, literatureWhat he was aiming for and furniture.was a monogram thatcombined the precisionto appeal to Randstad’s(predominantly male)corporate clients with

160 Alternative arrangements. Word/monogram lock-ups1. John Jones 8. Sonic EditionsArt consultancy, UK Online photographyDesigned by Browns gallery, UK(Jonathan Ellery, Claire Designed by ProudWarner), 2009 Creative, 2009 Sonic sells limited-2. Valtekz edition classic music andTextile manufacturer, movie industry images.USA Its combination ofDesigned by Mode (USA), wordmark and monogram(John Pietrafesa, Ian offers flexibility: oneVarrassi), 2007 responds to the needAll the hallmarks of for sophistication, thea luxury brand for a other can stand alonemanufacturer keen to and badge affiliateappeal to interior relationships.designers, furnituremakers and yacht and 1custom-car builders. 2 33. Graduates YorkshireRecruitment service, UKDesigned by Honey,2009.4. HiscoxInsurance service, UKDesigned by FaçadeDesign (Nick Havas),1998Heritage matters just asmuch as innovation inthe specialist insuranceareas Hiscox operatesin, such as fine art,aerospace and themedia. To reflect this,the identity redraws GillSans and a fleur-de-lys – a long-standingHiscox family symbol –as an easily reproduced,contemporary mark.5. Ferguson WhyteLegal practice, UKDesigned by GraphicalHouse, 20106. CertioVehicle certificationcentres, SpainDesigned by Summa(Tilman Solé, Olga Llopis,Roderic Molins), 2010Certio centres examineand certify vehiclesfor roadworthiness,based on a cyclicalprocess of maintenance,improvement and testing.7. Kristin Morris JewelryJewellery designer, USADesigned by Mode (USA)(John Pietrafesa, MaximVakhovskiy), 2007 4

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162 Alternative arrangements. Word/monogram lock-ups 9 109. Architecture Centre 11Devon & Cornwall 12Architecture centre, UKDesigned by Two, 2007A name, an acronym andan abstracted monogramof the letter ‘A’, with twoequal parts representingthe two English counties.10. Eye DevelopProperty developmentand managementservice, UKDesigned by Brownjohn(James Beveridge, AndyMosley, Tom Rogers),200811. Good MeasuresChange managementconsultancy, UKDesigned by Brownjohn(James Beveridge, TomRogers), 200912. Essence PicturesTelevision productionagency, EstoniaDesigned by Loovvool(Hannes Unt, RobiJõeleht), 200913. Holmes MackillopLegal practice, UKDesigned by GraphicalHouse, 2009A combinationdesigned to positionthis firm, specializingin commercial law, asa boutique practice.14. DiderotOnline wine reservationservice, USADesigned by Mode (USA)(John Pietrafesa, MaximVakhovskiy), 2007A Venn-diagram-styledouble-D representsthe interaction betweenwine connoisseursand the service, whichprovides a single onlinelocation for previewingwine lists from high-endrestaurants.15. Ferrer GrupoPharmaceutical group,SpainDesigned by Talking(Fabián Vázquez, GonzaloSanchez), 200816. ArsHighway service stations,SpainDesigned by Summa(Mario Eskenazi), 1995A rebranding of theservice-station groupArs is aimed at reversingthe perception of Spain’smotorway stops asuncared-for, soullessfacilities with captiveaudiences.

Alternative arrangements. Word/monogram lock-ups 16313141516

A letter, a ligature, an accent. A fullstop, a forward slash, an ampersandor colon. Colourful characters is amenagerie of single-letter marks,monograms and wordmarks in whichtypographic units of all kinds get thechance to beautify and signify.

characters

166 Colourful characters. Single-letter marks A–Z1

1. Abbott Laboratories his contemporaries, Colourful characters. Single-letter marks A–Z 167Pharmaceuticals Robert Brownjohn, 2company, USA Lance Wyman and Ettore 3Designed by George Sottsass). Lippincott & 4Nelson Associates (Don Margulies, Siegel & Gale 5Ervin), 1958 and several other firmsThere aren’t many logos also made full use ofthat last 50 years. The Ervin’s talents.comings and goingsof CEOs, managing Ervin died in March 2010directors and marketing in a road accident, agedchiefs, not to mention 85, having spent hisfashions and companies retirement making andthemselves, see to that. racing cars for soapboxIn a scientific sector derbies. May his ‘a’ forlike pharmaceuticals, Abbott live on.where corporationsare normally so much 2. Acocsaat pains to convey their Ceramic tile retailer,latest advances and Spaininnovation-focused Designed by Estudiocultures, it is almost Diego Feijóo, 2004unheard of for an identityto last so long. 3. Åhléns Department store chain,Given the longevity of the SwedenAbbott ‘a’, it is surprising Designed by Stockholmand puzzling to find Design Lab, 1998that its creator is alsoalmost unknown, even 4. Anglesea Sportsin design circles. The & Recreation ClubAbbott mark wasn't the Sports club, Australiaonly super-resilient logo Designed by Design Bydesigned by Don Ervin. Pidgeon (David Pidgeon),At different design 2010groups, he was also A case of designersresponsible for the putting their oar in?MetLife star, theMellon Bank ‘M’, the 5. AlphabeteeTransamerica ‘T’, the T-shirt retailer, AustraliaConrail wheel and the Designed by NaughtyfishCargill droplet-in-a-circle (Paul Garbett), 2007– all strokes of mark-making genius that madea lasting impression onAmerican corporatesymbology.The Abbott ‘a’ precededall of these and hasoutlasted them all.According to Americandesign historian StevenHeller, Ervin claimed anancient inspiration forthis most modern ofmarks, saying he derivedthe sinuous, curling formfrom the serpent thatwound itself around thestaff of Asclepius, theGreek god of medicineand healing.Perhaps the reasonErvin’s prodigious talenthas not been more widelyrecognized is that henever struck out on hisown; he spent his careerworking for people whotended to be creditedwith his achievements.The Abbott identitywas one of his firstfor George Nelson,a giant of Americandesign, out of whoseshadow Ervin neverfully stepped (unlike

168 Colourful characters. Single-letter marks A–Z6. Altitude Volvo 13. Broadgate 6Car dealership, Australia Mixed-use property 7Designed by Design By development, UK 8Pidgeon (David Pidgeon), Designed by CDT Design, 92008 1999This Melbourne car A broad and gate-like ‘b’.dealership focuses ontaking customer service 14. Bullionstreamto the highest level. Online trading platform, Germany7. Ancoats Urban Village Designed by Six (DanRegeneration zone, UK Bull), 2010Designed by Mark Studio, Bullionstream is a2008 German start-up offeringAncoats, a district a digital platform forof Manchester often users to trade in thedescribed as the world’s precious metals markets.first industrial suburb,is distinguished by its 15. Bendis Financialgrand, brooding mill Leasing brokerage,buildings, whose large Romaniasquare windows are Designed by Loovvoolechoed in this monogram. (Hannes Unt), 20108. Barcelona pel Medi 16. The Brit AwardsAmbient Music awards, UKMunicipal environmental Designed by Musicdepartment, Spain (Anthony Smith, CraigDesigned by Mario Oldham), 2011Eskenazi and Diego The outline of the newFeijóo, 2009 white trophy (to beEach of this suite customized by a differentof monograms for personality each year)Barcelona City Council’s forms the core of the newenvironmental department Brit Awards identity.contains an imagerelevant to a different 17. Caponatateam: leaves for parks, Restaurant, UKthe sun for energy, clouds Designed by Atelierfor cleaning (shown here), Works (John Powner,and so on. Lou Wood), 2008 The monogram for this9. Bloc Sicilian restaurant andMusic festival, UK music venue in London’sDesigned by Give Up Art Camden Town packs(Stuart Hammersley), in references to both2010 seasonal fare (colours)A mark designed to act and music (the stave andas a graphic element for distended finial).creating backgroundimagery and for holdingtext, images and pattern.10. British Academyof Songwriters,Composers & AuthorsProfessional association,UKDesigned by StudioDempsey (MikeDempsey), 200811. BolefloorHardwood flooring,The NetherlandsDesigned by Loovvool(Hannes Unt), 2011Bolefloor is the world’sfirst industrial-scaleproducer of hardwoodflooring with lengths thatfollow the curves of thetree’s natural growth.12. Beautiful BooksPublisher, UKDesigned by StudioDempsey (MikeDempsey), 2008

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170 Colourful characters. Single-letter marks A–Z18. The Central 27. The Conspiracy 18Restaurant, Switzerland Group 19Designed by Mixer (Erich Branding agency, UK 20Brechbruhl), 2009 Designed by &Smith, 21You can’t get more 2011central in Lucerne thanThe Central. 28. Conception Marketing19. Caviar Productions Marketing service, UKFilm and commercial Designed by The Chaseproduction agency, (Ben Casey, Ivan Rowles),Estonia 2003Designed by Loovvool(Hannes Unt), 2007 29. The Criterion Collection20. Crisp Media DVD publisher, USAMarketing and public Designed by Pentagramrelations agency, UK (Paula Scher, JuliaDesigned by Give Up Art Hoffmann), 2006(Stuart Hammersley), The hint of spinning2010 film reels in thisAn agency intending to monogram for this Newmake waves, particularly York-based publisherin the hospitality sector, of contemporary andwhere monograms are classic cinema on DVD.popular.21. ColumbusRetail centre, FinlandDesigned by Hahmo(Antti Raudaskoski), 199622. Consortium forStreet ChildrenHuman rights network,UKDesigned by Purpose(Rob Howsam, StuartYoungs, Piers Komlosy,Adam Loxley, Will Kinchin,Alice Reynolds), 2009An international networkworking to make thevoice of homelessyoungsters heard, witha logotype that speaksfor itself.23. Creas FoundationSocial venture capitalfoundation, SpainDesigned by EstudioDiego Feijóo, 2009A mark whose pie-chart-like spectrum of colourschanges with everyappearance, emphasizingthe investor’s interest inreturns that aren’t onlyeconomic.24. Croydon Food GroupIndustry networkinggroup, UKDesigned by A2 Design,200825. CorridorProperty developer, USADesigned by Pentagram(Michael Gericke), 201026. CastletonSignage manufacturer,UKDesigned by A2 Design,2007

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172 Colourful characters. Single-letter marks A–Z30. Dew Tour 38. Edinburgh 30Sports tour, USA International Festival 31Designed by Area 17 Arts festival, UK 32(Martin Rettenbacher, Designed by hat-trick 33Arnaud Mercier), 2008 (Gareth Howat, JimThe Dew Tour is an ‘action Sutherland, Alexsports tour’, featuring a Swatridge), 2009series of events in which Three pointers inathletes compete in different directions:different skateboarding drama, music and dance,and BMX disciplines. the three art forms atThe big ‘D’ takes its the festival.curves from the rampsof the tour. 39. Feesability Litigation budgeting31. Design Ranch software, UKDesign consultancy, USA Designed by UmmocronoDesigned by Design (Fredrik Jönsson, NinaRanch (Ingrid Sidie, Wollner), 2010Michelle Sonderegger, Feesability produces aMichelle Martynowicz, web-based applicationJordan Gray), 2011 for compiling litigation budgets – the first32. Diathlasis system of its kind, henceArchitectural Lighting the milestone.Lighting design, GreeceDesigned by DesignersUnited (DimitrisKoliadimas, DimitrisPapazoglou), 200733. Depken & PartnerManagementconsultancy, GermanyDesigned by ThomasManss & Company, 2003A rotated ampersand,doubling as theinitial ‘D’ lends a littleheritage to a youngfirm of managementconsultants.34. East End Arts ClubArts collective, UKDesigned by StudioParadise (Samuel Moffat,Jade Abbott), 2009All signs point to thiseast London arts groupselling affordable printsof their work.35. EpromotoresProperty agency, SpainDesigned by Zorraquino(Miguel Zorraquino, MirenS Gaubeka), 200736. Engraved StationeryManufacturersAssociationProfessional association,USADesigned by Chermayeff& Geismar (SteffGeissbuhler), 200737. Expert DigitalElectronics retailer,RomaniaDesigned by Brandient(Christian ‘Kit’ Paul), 2008

Colourful characters. Single-letter marks A–Z 1733435 363738 39

174 Colourful characters. Single-letter marks A–Z40. Friends of the Simon 48. HakoltovStevin Institute for Content production andGeometry editing service, IsraelFriends society, The Designed by YotamNetherlands Hadar, 2008Designed by BoyBastiaens/Stormhand, 49. Hand2008 Design consultancy, UK Designed by Hand, 201041. The Forge Two pointing hands makeMusic venue, UK an ‘H’ and symbolizeDesigned by Atelier the studio’s ability toWorks (John Powner, provide clear directionLou Wood), 2008 for brands.42. Fluid Nail Design 50. Helen Brown 40Professional nail Massage 41products supplier, Massage therapist, UK 42Australia Designed by Magpie 43Designed by Studio Studio (David Azurdia,Paradise (Samuel Moffat, Ben Christie, Jamie Ellul),Jade Abbott), 2007 2008A liquid ‘F’ for this An initial made from theproducer of nail tools of Helen Brown’svarnishes, polishes trade. A mark thatand other products. shouldn’t leave marks, maybe.43. FridayPersonal services,BelgiumDesigned by Coast(Frederic Vanhorenbeke),2010Friday is a concept fora range of ‘morning-after-the-night-before’services, ranging from‘recovery water’ todivorce lawyers.44. FurtherDesign consultancy, UKDesigned by Further(James Beveridge, BenJeffery, Andy Mosley),200945. Ai FioriRestaurant, USADesigned by The O Group(Jason B Cohen, EricBaker), 2010Ai Fiori (‘Among theFlowers’) serves Frenchand Italian cuisine at theSetai Fifth Avenue Hotelin New York.46. G Design StudioDesign consultancy,GreeceDesigned by G DesignStudio (MichalisGeorgiou, AlexandrosGavrilakis), 2006Two partners, two ears.47. The GuinnessPartnershipAffordable homespartnership, UKDesigned by Spencerdu Bois (John Spencer),2008A single letter to link 16partner organizationsaround the UK.

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176 Colourful characters. Single-letter marks A–Z51. Hourigan Land Securities on the 51International site of Kodak’s former UK 52Recruitment consultancy, HQ – a heritage referred 53Australia to in the scheme’s 54Designed by SML identity.(Vanessa Ryan), 2008Hourigan offers a step up 58. Howe Baugeschäftin the world to executives Construction company,in the media and Germanymarketing industries. Designed by Claudius Design (Stefan Claudius),52. Highly Solar Energy 2007Solar energy conversiontechnology provider, 59. Ian ChilversChina Designer, UKDesigned by Hesign Designed by AtelierInternational (Jianping Works (Ian Chilvers),He), 2009 2001 In 2001, Ian Chilvers53. The Halcyon Hotel was asked to designHotel, UK a 3-D initial by a signDesigned by Mytton company wishing toWilliams (Bob Mytton, demonstrate its prowessMatt Michaluk, Keith at manufacturing. HeHancox), 2009 came up with this – thenA stylish, contemporary adopted it for himself.monogram for a hotelin Bath, a city full of 60. Janelletraditional places to stay. Essential oils company, Hong Kong54. Hostage Designed by gardens&coFilm and commercial (Wilson Tang), 2004production agency, UKDesigned by The Chase 61. Jade Jagger for yoo(Stewart Price), 2006 Interior stylist, UKCommercials for captive Designed by SomeOneaudiences. (Laura Hussey, David Law, Simon Manchipp), 200755. Heinrup A monogram intendedBag manufacturer, UK to reflect Jade Jagger’sDesigned by ‘flowing, organic interiorDesignStudio (Ben design style’, used inWright, Paul Stafford), property developments2010 by yoo, the partnershipHeinrup was established between Philippe Starckin 2010 by a Swedish and John Hitchcox.Central Saint Martin’sgraduate, Anna Heinrup, 62. Katz PRwith the intention of Public relations company,bringing out just one UKexclusive collection of Designed by Brownjohnmen’s and unisex bags (James Beveridge, Tomeach year. Its monogram Rogers), 2008reflects Heinrup’s strong, Katz prides itself onsimple, contemporary teasing out newsworthyaesthetic, and the PR for its property‘slow fashion’ concept industry clients.of creating timelessdesigns.56. Hermes Mass TransitBus services, TheNetherlandsDesigned by Onoma(Roger van den Bergh),1995A good letter for buses,‘H’; the monogram can beflipped and used on bothsides of the vehicle.57. Harrow ViewMixed-use development,UKDesigned by MagpieStudio (David Azurdia,Ben Christie, Jamie Ellul,Will Southward), 2010Harrow View is a large-scale development by

Colourful characters. Single-letter marks A–Z 17755 5657 5859 6061 62

178 Colourful characters. Single-letter marks A–Z63. Kilver Dance Studio 71. m+associés 63Dance studio, UK Marketing partnership, 64Designed by Taxi Studio France 65(Spencer Buck, Ryan Designed by A2 Design, 66Wills), 2008 2002A dance studio founded This ‘m’ doubles as aby Shelley Dean (former bridge, representingchoreographer to Kylie the unity between thisMinogue) and Roger partnership of small,Saul (co-founder of the successful FrenchMulberry fashion label) marketing firms.puts its best footforward. The studio is 72. Mattabased at Saul’s Kilver Clothing and homewaresCourt house and gardens retailer, USAin Shepton Mallet. Designed by Mucca Design (Matteo Bologna,64. Kondyli Publishing Christine Celic Strohl),Publisher, Greece 2004Designed by G Design Translating from theStudio (Michalis Italian as ‘crazy woman’,Georgiou, Alexandros Matta was opened in NewGavrilakis), 2010 York’s SoHo by designer Cristina Gitti, selling her65. Kurakuen urban-meets-East IndianSuburban district, Japan fashions and fabrics. ItsDesigned by Ken Miki & hand-drawn monogramAssociates, 1998 captures the sameA monogram to promote texture and sophisticateda district of Nishinomiya feminine design.City, overlooking OsakaBay. 73. The Malings Family, Australia66. K College Designed by NaughtyfishFurther and higher (Paul Garbett, Eliseeducation college, UK Santangelo), 2007Designed by Rose, 2010 A modern family crestAn identity for a new designed for Edith andinstitution: K College was Greyston Maling, playingformed from the merger on the sound of theirof West Kent College and name.South Kent College. Itsmonogram points in both 74. Melanie Grantdirections. Jewellery broker, UK Designed by Moot Design67. Leo Houlding (Nitesh Mody), 2010Mountain climber, UK A monogram for a high-Designed by Fivefootsix, end jewellery broker2008 that aims to recall theLeo Houlding is a climbing opulence of 1930s Paris.prodigy who scales theworld’s most dauntingrockfaces (such as ElCapitan, a 600 m (1,970 ft)vertical cliff in YosemiteValley) and crevasses.68. Linden Centre forContemporary ArtArt centre, AustraliaDesigned by Design ByPidgeon (David Pidgeon),2009A mark that reinforcesLinden’s claim to be acornerstone for new artand artists in Victoria.69. Layezee BedsBed manufacturer, UKDesigned by The Chase,200370. MaruhonLumber trading company,JapanDesigned by Ken Miki &Associates, 1990An ‘M’ inspired bydiagonally cut timber.

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180 Colourful characters. Single-letter marks A–Z75

75. Manchester chef Claus Meyer. The Colourful characters. Single-letter marks A–Z 181Literature Festival theme of vertical bars, 76Literary events, UK punctuated by the ‘M’ 77Designed by Mark Studio, monogram, runs across 782008 packaging, stores and 79Originality in visual ideas the group’s other brands.tends not to flow fromresearch and analysis 77. Mothercareof what already exists. Retailer, UKResearch can help to Designed by Pentagramsteer the creative mind (John Rushworth), 2004in the right direction, but Having dropped thethe ideas that make us sit maternal ‘m’ mark in theup and take notice tend mid 1990s, Mothercareto bubble up out of a very went to Pentagram’s Johnhuman, unpredictable Rushworth to redraw andmixture of intuition, revive it in 2004.experience and random,inspirational events, 78. Museionsuch as an accidental Contemporary artcollision of letterforms, museum, Italythe misreading of a word Designed by Tomatoor image, a slip of the (Michael Horsham), 2008tongue or a shape seen A spectacular,in the things around us. translucent cube, whoseThe quietly iconic identity entrance is symbolizedfor the Manchester in this logo, Museion is aLiterature Festival is an new landmark in Bolzano,example of this. northern Italy.The MLF was established 79. Mouttetin 2006 from the Food andlegacy of its highly pharmaceuticalssuccessful predecessor, company, Trinidadthe Manchester Designed by AtelierPoetry Festival. The Works (Quentin Newark),competition, both from 2007other literary festivals An abbreviation (fromaround the UK and Victor Mouttet, longfrom Manchester’s own retired) that allowscrowded cultural scene, this holding companynecessitated a strong, to ‘hallmark’ otherimmediate identifier. companies as it adds them to its roster.Mark Lester, founderof local design groupMark Studio, wasstaring vacantly at hisbookshelves one day,possibly mulling overwhich volume might offerinspiration, when thesolution presented itselfsooner than he expected.‘I was fortunate that theletter “M” lends itselfparticularly well to anatural arrangementof books,' says Lester.Crafting the idea, headds, took a good whilelonger.Several years on, thereception to the logocontinues to be verypositive. Feedbacksuggests that its boldsimplicity is a strong drawfor corporate partners,funders and audiences.76. Meyers DeliDelicatessen, DenmarkDesigned by PunktumDesign (Søren Varming)and A2/SW/HK (HenrikKubel), 2006Part of a food groupowned by Danish TV

182 Colourful characters. Single-letter marks A–Z80. Mutants 88. Manbulloo 80Record label, UK Mango farms, Australia 81Designed by Malone Designed by Inkahoots, 82Design (David Malone), 2006 832010 An ‘M’ as voluptuous as the Kensington Pride81. Ilkka Marttiini mango, Manbulloo’sFinland trademark fruit.Blacksmith, FinlandDesigned by Hahmo 89. Nafsica(Jenni Kuokka, Singer-songwriter, USAPekka Piippo, Antti Designed by G DesignRaudaskoski), 2008 Studio (Alexandros Gavrilakis), 201082. M.DigestFinancial planning 90. Northshorenewsletter, Hong Kong Mixed-use development,Designed by gardens&co UK(Wilson Tang, Jeffrey Designed by B&W Studio,Tam), 2009 2008 A solid-looking mark for83. Muzik a proposed regenerationMusic school, Israel project on the site ofDesigned by Oded Ezer, Stockton-on-Tees’2005 former shipyards byA confident, modern Urban Splash and Musemark for the first Developments. The equalindependent music length of the name’s twoschool of its kind in the components allows theMiddle East, training square to be divided intofuture artists and a balanced ‘N’ shape.producers in the creativeapplications of musictechnologies.84. MarubiruMixed-use development,JapanDesigned by Chermayeff& Geismar (EmanuelaFrigerio, Frank Dylla),2002A 37-storey retail andoffice tower at the exitof Tokyo station whoselower floors echo itspredecessor on the site:an eight-storey buildingcompleted in 1923, whichwas, for a long time, thetallest building in Asiaand a symbol of themodern city.85. The Mainstone PressArt book publisher, UKDesigned by MagpieStudio (David Azurdia,Ben Christie, Jamie Ellul),201086. Museu d’Arquelogicade CatalunyaArchaeology museum,SpainDesigned by Summa(Josep Maria Mir), 200087. MerlinCharity, UKDesigned by Spencer duBois (Ben James), 2010Merlin specializes ininternational health work,sending medical expertsto major emergencies tomobilize aid, shelter andtreatment.

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184 Colourful characters. Single-letter marks A–Z91

91. Pagliano L’Enciclopedia dell'Arte. Colourful characters. Single-letter marks A–Z 185Arredamenti But since then it hasn’t 92Furniture retailer, Italy been seen much outside 93Designed by Giovanni Piedmont. It is published 94Brunazzi, 1970 here to celebrate the 95Occasionally, a symbol logos that take you byor logotype you’ve never surprise.seen before will stopyou in your tracks. Out of 92. Nichols Consultancynowhere – on a website Headhunter, UKfor an obscure book Designed by Kimptonpublisher, for example, (David Kimpton, Katieor over a hardware Alger), 2010shop in a foreign town A compass needle– a symbol or logotype represents thiswill appear that is so headhunter’s aim ofarresting it seems to pinpointing talent anddeserve a greater stage. guiding it to the rightThe identity for Pagliano employers.Arredamenti is just thatkind. 93. Pin Point Events Event organizer, UKDesigned in 1970 for a Designed by Company,furniture store close to 2008the River Po in CasaleMonferrato, a town in 94. Paternoster SquarePiedmont, north-west Mixed-use development,Italy, it can be seen big, UKbrilliant and proud on the Designed by CDT Design,company’s white delivery 2003vans. The company, The dome of St Paul’sestablished in 1933 Cathedral marks theby Giovanni Pagliano, vicinity of this large retailspecializes in planning and office scheme.and supplying modularfurniture for kitchens, 95. Popularbedrooms and offices, Music managementsuch as shelving and agency, UKstorage systems. Designed by Form (Paula Benson, Paul West, MattIn 1970, Pagliano’s sons, Le Gallez), 2010Carlo and Emilio, asked During a brainstormingGiovanni Brunazzi, a session for this identity,young, unknown graphic a piece of A4 paper wasdesigner, to create a folded at the corner tonew symbol for the create the letter ‘P’, andbusiness. This logo is the idea stuck.what he came up with: a‘P’ made of two similarmodular componentsfitting snugly together;bright red, too, as ifpart of a groovy newfurniture system. A letter,a picture, a symbol madememorable with theminimum of elements.The identity helpedto establish both thedesigner and his client:Brunazzi went on todesign identities formajor clients such asIveco, and foundedBrunazzi & Associati, oneof Italy’s most successfulbranding consultancies;and Pagliano becameone of the leadingItalian suppliers ofcontemporary Europeanfurniture.The mark did achievewider recognition: itwas selected by thecelebrated French artcritic Pierre Restany forthe design section of

186 Colourful characters. Single-letter marks A–Z96. Papatzanakis monogram is whatever 96Insurance brokerage, you find on your way. 97Greece 98Designed by Designers 103. Sansaw 99United (Dimitris Mixed-use organicKoliadimas, Dimitris estate, UKPapazoglou), 2010 Designed by SEA (BryanA ‘P’-shaped hermit crab Edmondson), 2007shell suggests a sense of Sansaw is a family-security and confidence. run rural estate and community in Shropshire97. Panthalassa that includes an organicSuper yacht, Italy farm, housing and officesDesigned by Powell Allen for rent.(Kerrie Powell, ChrisAllen), 2009 104. RoostA mark in the mould of a Homewares retailer,luxury brand for a luxury Australia56 m (184 ft) yacht with Designed by Sadgroveinteriors by Foster + Design (Brian Sadgrove),Partners. The monogram 1995echoes the sweepingcurves of the interiors 105. Slurkand the contour lines of Café, Denmarkbathymetric charts. Designed by We Recommend, 200898. Peak Performance A tang of fruit peelSportswear label, in this identity for aSweden Copenhagen juice andDesigned by Stockholm coffee shop.Design Lab, 2008A sharp-looking 106. Shiftmonogram for Photographic exhibition,Scandinavia’s largest UKfunctional sportswear Designed by Magpielabel. Studio (David Azurdia, Ben Christie, Jamie Ellul),99. QVC 2009Broadcast retailer, USA A shift in the digitalDesigned by Mode camera’s viewfinder(USA) (John Pietrafesa, makes a monogram forIan Varrassi, Maxim this exhibition aboutVakhovskiy), 2007 movement throughA ‘Q’ that is also a cue London.to unwrap, and to startordering gifts from QVC. 107. Sociotrendy Sociological research100. Raleigh body, Czech RepublicInternational Designed by TomanCharity, UK Graphic Design (JiriDesigned by SEA (Bryan Toman), 2004Edmondson), 2008Raleigh runs life-changing volunteerexpeditions in Borneo,India, Costa Rica andNicaragua. Its stencillogotype and monogramevokes destinationnames painted on cratesbound for far-awayplaces.101. RockWaterproofing systemsprovider, UKDesigned by DowlingDuncan (John Dowling,Rob Duncan), 2009102. RamblersCharity, UKDesigned by Spencerdu Bois (John Spencer,Amelia Costly, AlanMeeks), 2009A tree trunk or a stem?A leaf or a pebble?Ramblers is the UK’swalking charity, and its

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188 Colourful characters. Single-letter marks A–Z108

108. The Rogers lowercase “r” on its side, Colourful characters. Single-letter marks A–Z 189Flooring Company I could illustrate this in 109Flooring installation one succinct mark.’ 110company, UK 111Designed by Tom Rogers, The company – and 1122009 family – gained anGreat visual ideas are identity to be proud of;hiding away, waiting to one that reflects thebe discovered, in the professionalism andnames and occupations quality of their work, andof people and businesses that positions them welleverywhere. But it takes for working alongsidea special kind of mind, interior designersand sometimes a special on projects. There iskind of client, for them to inspiration everywhere,be sniffed out and put to but you have to look hardwork. Tom Rogers’ client – sometimes, under thewas special. carpet – to find it.Phil Rogers has run 109. Sterling Relocationhis own small flooring Relocation and removalsbusiness in rural service, UKSomerset, south-west Designed by SpencerEngland, since the early du Bois (John Spencer),1990s, specializing 2009in carpeting, wooden Two arrows make an ‘S’flooring and restoration for this internationalwork for customers home-moving business.across the UK. His twoeldest sons followed him 110. Taskersinto the business; Tom, Recruitment agency,their younger brother, The Netherlandswent into graphic design. Designed by Boy Bastiaens/Stormhand,After graduating from 2010Somerset College of Arts& Technology in 2008, 111. Taste Tideswellalready with a D&AD Local enterpriseNew Blood Best Of Show campaign, UKAward under his belt, Designed by Peter andTom went straight into Paul (Peter Donohoe,a job with Brownjohn Paul Reardon, Leein London’s West End. Davies), 2010It was a dream start to A campaign to promotehis career, but he was Tideswell, a village instill having problems England’s Peak District,explaining to his family as a food destination, putwhat exactly it was he its trust in an edible ‘T’.was doing as a ‘graphicdesigner’. He decided 112. Grupo Tragaluzto present them with an Restaurant group, Spainidentity for the family Designed by Mariobusiness that would Eskenazi, 2008explain everything – aunique identity thatreflected all that theydid in a simpletypographic mark.He had set himselfa tough brief, andinspiration was notforthcoming. ‘I got stuckon the idea of the legof an “R” (for “Rogers”),rolling up, representinga carpet, but I felt thatthat only representedone aspect of what theydo, and could potentiallymake them look morelike suppliers. After a fewevenings spent workingon it, I literally stumbledacross it. By writing downlists of what they do, Icame up with the fact thatthey ”lay flooring”, whichresulted in that momentof realization; by lying a

190 Colourful characters. Single-letter marks A–Z113. Terrine 121. Unesta 113Restaurant, Germany Property services, UK 114Designed by SWSP Designed by Momin 115Design (Georg Schatz), Branding (Irfan Ahmed, 1162006 Daniel Matthews), 2009 Based in London, Unesta114. National Training helps clients to invest inAwards property in India.Employer awards, UKDesigned by Purpose 122. Unity Law(Stuart Youngs, Adam Legal practice, UKBrowne, Paul Felton, Designed by Peter andPhil Skinner), 2010 Paul (Peter Donohoe, Paul Reardon, Lee115. Ian Terry Davies), 2010Interior plants company, Unity Law specializes inUK winning compensationDesigned by Atelier for employees who haveWorks (John Powner, suffered accidents atGiovanni Rodolphi), 1999 work, and its logo isFor a company that appropriately consumer-takes the edge off office facing.interiors, a leafy ‘T’. 123. Villalagos116. Thompson Gallery Property development,Fine art gallery, UK UruguayDesigned by GBH, 2001 Designed by Untitled (David Hawkins, Glenn117. Towner Gallery Howard), 2007Contemporary artgallery, UK 124. VanityDesigned by Together Waxing salon, UKDesign, 2009 Designed by StudioA mark intended to Paradise (Samuel Moffat,attract the widest Jade Abbott), 2010possible audience to this Vanity is a Brazilianaward-winning municipal waxing salon; its logogallery in Eastbourne, alludes delicately to theand fashioned from a area of concern.single strip of paper toreflect the sharp edgesand clean planes of itsnew home, designed byRick Mather Architects.118. Tinley RoadFashion and footwearlabel, UKDesigned by DowlingDuncan (Rob Duncan,John Dowling, LilyPiyathaisere), 2010A T-junction that isused to create a repeatpattern, like a streetgrid, and to mark TinleyRoad as a destinationfor the fashion-conscious female.119. Tom DevineProperty consultant, UKDesigned by Elmwood(Jon Stubley, StephenWoowat, Mark Howe),2010120. U.CoffeeCoffee importer andretailer, JapanDesigned by Ken Miki &Associates, 1989This brand of UeshimaCoffee Foods has thearoma of a coffee cup.

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192 Colourful characters. Single-letter marks A–Z125. Verasis 134. Woolworths 125Banking software, UK South Africa 126Designed by A2 Design, Retail chain, South Africa 1272005 Designed by Vignelli 128 Associates (Massimo126. Vitamed Vignelli, BeatrizPharmaceutical Cifuentes), 2009company, Israel The Woolworths brandDesigned by Dan in South Africa hasReisinger, 1987 no connection with its British/American127. Viper Subsea namesake. More ofOffshore engineering a department store,provider, UK specializing in food andDesigned by Mytton clothing, it was modelledWilliams (Bob Mytton, on Marks & SpencerMatt Michaluk), 2010 in its early years. ThisNamed after the viperfish typically unfussy mark– not the snake – that from Vignelli Associatesinhabits the deep sea, replaced a strangely ArtViper specializes in Deco-style wordmarkservices and high- and ‘W’ in 2009.precision products forthe offshore oil and 135. YMCA of the USAgas industry. Charity, USA Designed by Siegel &128. Vivid Gale, 2010Home accessories The YMCA’s rebrandretailer, Hong Kong was prompted byDesigned by inconsistency at localHesign International level and by a sense that(Jianping He, Jun Dai, its role in society – fromYawei Zhai), 2009 championing civil rights to inventing volleyball129. Verida Credit – was not as well knownMortgage provider, as its gyms, swimmingRomania lessons and famousDesigned by Brandient musical tributes. Its new(Iancu Barbarasa), 2008 identity adopts its widely used nickname – the Y –130. The Waterfront and softens the cornersResidential development, and colours of theAustralia previous logo to appealDesigned by to its modern, all-faith,SML (Vanessa Ryan, all-ages, unisex audience.Troy Dagan), 2009 136. Yritys 2.0131. Whittingham Research agency, FinlandFurniture manufacturer, Designed by HahmoUK (Antti Raudaskoski), 2007Designed by Johnson Yritys 2.0 (‘CompanyBanks, 1994 2.0’) studies the impact of social media on132. Watermark businesses.Women’s leadershipforum, USADesigned by MovingBrands, 2010This rippling mark for aSan Francisco Bay Areawomen’s networkingforum (the Forum forWomen Entrepreneurs& Executives) sprangfrom the notion of‘emanating influences’.133. W’Law Weber WickiPartnersLegal practice, SwitzerlandDesigned by Gottschalk+ Ash International(Fritz Gottschalk,Sascha Lötscher, IrmiWachendorff), 2009A winking ‘W’ signals amore personal, directcontact with clients fromthis small, independentlaw firm.

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Colourful characters. Linked letters 1951. Hotel Olympia synonymous with hotels: downstroke. It lookedHotel, Greece a room key in a lock. awful. Alan scowled. TheDesigned by Designers client was coming in forUnited (Dimitris If Greek tourism, and a progress meeting atKoliadimas, Dimitris its industry in general, 10am the next day.Papazoglou), 2006 could embrace the freshIt is often said that thinking of its emerging ‘Alan came in at 9.30am 2recessions and economic design community, it – almost unheard of.hardship stimulate would do the country’s He was very excited.greater levels of recovery no harm. He leaned over my uglyinvention and creativity. drawing and sliced offIt would seem on the 2. University of East the downstroke of thesurface that Greece’s Anglia “A”. I just looked, trying toeconomic woes have University, UK understand how he hadhad exactly that effect Designed by Blast (Giff, known to do that, andon the country’s design Paul Tunnicliffe, Henry I – who had struggled withcommunity, prompting Sly, Martin Cox), 2008 the letters for two weeksthe emergence of a new, Integrated initials convey – had not. We presentedexciting generation of the interdisciplinary a photocopy at theGreek graphic design nature of study at UEA, meeting, and everyonestudios. while highlighting an all- knew that that cockled important creative spark. scrap of paper wasThere is little in the way something special.’of a graphic culture in 3. Wood&WoodGreece; the economy Sign manufacturer, UK 5. Nina Matosprogressed from farming Designed by Pentagram Marketing consultancy,to tourism without (Alan Fletcher), 1970 Singaporefirst developing a Designed by the late, Designed by B&B Studiomanufacturing industry great Alan Fletcher (Shaun Bowen, Georgeor the skills to brand and when Pentagram was Hartley), 2009market companies and still Crosby/Fletcher/ Both an ‘N’ and anproducts to consumers. Forbes, the Wood&Wood ‘M’, this minimalistThe country had no big trademark capitalizes on mark expresses thebrands or progressive what Fletcher called the collaboration of thebusinesses to champion ‘logobility’ – ‘the capacity two partners.design. Besides the of a name to lend itself tostriking 1960s travel typographic conversion’ 3posters of Freddie – of the double ‘W’. MoreCarabott and Michalis than 40 years later, the 4Katzourakis, Greece compact, engaging markhas failed to win much in still makes the perfect 5the way of international sign for a sign company.recognition for its designoutput. 4. Victoria & Albert MuseumNow, though, a new Museum, UKswell of design talent Designed by Pentagramin the peninsula is (Alan Fletcher), 1989making waves on the The strength, eleganceblogosphere, led by and ingenuity of the V&Ayoung, smart, English- logotype, not to mentionspeaking studios such as the three-dimensionalG Design Studio and Pi6 quality that makes itin Athens and Designers so appropriate for aUnited in Thessaloniki. museum of beautifulTheir work is as visually objects, have made it asophisticated, rich in perennial favourite ofideas and polished in its graphic designers.execution as anythingelse in Europe. Alan Fletcher originally suggested that theThis identity for the museum apply thenewly refurbished Hotel overlapping V&A logoOlympia in the centre of that Michael PetersThessaloniki is a good had created for V&Aexample, working on Enterprises, across theseveral levels with just whole organization.a circle and two lines. The client insistedFirst, it is a monogram on something new.of the name. Second, Fletcher’s then-the reduction to these assistant Quentinparticular two letters (the Newark rememberssame as in the molecular wrestling with the Bodoniformula for water) offers letterforms: ‘I wasa reference to the hotel’s pursuing a route tryingpast life as a spa and a to make the “waiter'spopular landmark of the hand” of the ampersandcity – a strong focus of into the crossbar of thethe design brief. Third, “A”, but couldn’t work outthe mark is an image how to deal with the thin

196 Colourful characters. Linked letters6. Warm Ground 13. Red Felix 6Heating systems Events management 7specialist, UK agency, UK 8Designed by Dowling Designed by Magpie 9Duncan (John Dowling, Studio (David Azurdia,Rob Duncan, Eileen Lee), Ben Christie, Jamie Ellul),2010 2009Fashioning two initialsfrom a single element 14. Neila Cohalanwarms up this identity Wymanfor an underfloor heating Psychotherapist, USAspecialist. Designed by Lance Wyman, 19937. Yauatcha Atelier Clarity, support andPorcelain teaware flexibility in letter form.supplier, UKDesigned by North, 2009 15. Mental HealthAn identity in the Foundationancient tradition of Charity, UKmakers’ marks for the Designed by SEA (Bryanfine china enterprise of Edmondson), 2010restaurateur Alan Yau. 16. Multimédia8. Your Wembley SorbonneMagazine, UK Postgraduate faculty,Designed by Magpie FranceStudio (David Azurdia, Designed by Naji El Mir,Ben Christie, Jamie Ellul, 2006Tim Fellowes), 2010 A Lebanese designer resident in Paris, Naji El9. Zepter Museum of Mir blends influencesModern Arts from the visual culturesModern art museum, of Europe and the ArabBelgrade world in his work. AfterDesigned by SVIDesign completing his Masters(Sasha Vidakovic), 2009 in Interactive MultimediaThis museum was funded at Paris-Sorbonneby philanthropist Philip University, he was askedZepter, founder of the to design a logotype forZepter International the school.conglomerate and oneof the world’s richest 17. Penrhyn BooksSerbs. Its identity Publisher, UKemulates an artist’s Designed by FL@33signature-scribble. (Agathe Jacquillat, Tomi Vollauschek), 201010. Philppe Guignard After designing andHospitality group, typesetting ‘The BitterSwitzerland Sea’, a series of booksDesigned by >moser, on Roman Britain, by2009 historian and publisherThis monogram reflects David Leedham, FL@33the passion that pastry developed this identitychef Philippe Guignard for Leedham’s imprint,puts into his group of Penrhyn Books.restaurants and hotels.11. Nursing & MidwiferyCouncilRegulatory body, UKDesigned by CDT Design,2007Solid, conjoinedletterforms expressthe trustworthinessand solidarity of theorganization.12. MobilrabattenSoftware developer,SwedenDesigned byLundgren+Lundqvist,2010Mobilrabatten’s apptells smartphone usersabout discounts andspecial offers at shopsand restaurants in theirvicinity.

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Colourful characters. Linked letters 19918. The Obstetrician & worldwide. Clearly the 19Gynaecologist quality of the content 20Professional journal, UK has been vital to this but 21Designed by Atelier the layout and the image 22Works (Ian Chilvers), of the journal are what2008 make it identifiable andOf course, it’s not simply accessible, and Ian’sthe vision of the designer scheme has given usthat brings beautiful, exactly the persona thatmemorable corporate we wanted.’marks into being. Withoutclient support, a great 19. The Women’sidea will remain just that: Organisationa great idea. A client Campaigning group, UKwho is able to nurture Designed by Uniformcreative opportunities (Rachel Veniard), 2010can pave the way for Formerly known as Trainfresh, innovative design 2000, The Women’sin the unlikeliest places. Organisation encouragesA learned medical journal, entrepreneurialism withfor example. training and advice for women in business.The Obstetrician & Its mark manages toGynaecologist (O&G) be both maternal andis the peer-reviewed professional.quarterly journal forcontinuing professional 20. The Armeniandevelopment from the Lexicon & LibraryUK’s Royal College Projectof Obstetricians and Educational project, UK/Gynaecologists. In USA/Armenia2008, Atelier Works Designed by Studioredesigned the journal Special (David Lovelock),to bring structure, clarity 2010and ease of use to the Armenian is anlayouts. In the process, endangered language,editor-in-chief Professor which is why anNeil McClure became international group ofa champion of the linguists is creating andesigner’s cause. online bilingual lexicon of Western Armenian. Its‘He seemed to believe logo combines a Westernstrongly in the project ‘A’ with the Armenian ‘H’and lobbied hard character (for Hayeren,to get the changes the name of the Armenianthrough various internal language) – which also,committees,’ says Ian fortuitously, resembles aChilvers. ‘Professor ‘Z’, which means it can beMcClure’s manner interpreted by everyone,was very much like a not just the linguists.thoughtful and decisivesurgeon who was out 21. Kagawa Educationto fix a malady. Like any Institute of Nutritiongood surgeon, he is used University, Japanto working with a team Designed by Ken Miki &of other specialists. Associates, 2001As a designer, I was Aya Kagawa was a Tokyojust another specialist doctor who helpedsupporting him on a new to cure beriberi bycase.’ advocating the inclusion of whole (unpolished)The reinterpretation of rice in patients’ diets. Thethe scientific shorthand institute that bears herfor ‘female’ as a pair of name educates expertsletters – the journal’s in nutrition, food andinitials – developed in health; its logo, a stylizedChilvers’ mind while ‘kn’, aims to express ‘theworking on the layouts. rhythm of life’.It created a symbiosisthat fitted the new 22. Hangar 10typographic front cover Luxury jet hangar, USAstyle, and that O&G’s Designed by Designeminent editorial board Ranch (Ingrid Sidie,instantly warmed to. Michelle Sonderegger, Jeff Miller), 2010McClure himself callsthe logo ‘a stroke ofgenius’. ‘The journal hasgone from strength tostrength, and is now read