Logotype

200 Colourful characters. Linked letters23. 33RPM 29. Shenkar College of 34. J HerwittMarketing company, UK Engineering & Design Jeweller, USADesigned by B&W Studio Higher education college, Designed by Elixir Design(Lee Bradley, Andy Israel (Jennifer Jerde, KarinMyers), 2009 Designed by Dan Bryant, Nathan Durrant),The initials of the Reisinger, 1982 2005company’s founder make Dan Reisinger created Jennifer Herwitt’sfor a retro name. The this mark for what, in creations are all inspiredlogo, though, is strictly 1982, was the Shenkar by insects.contemporary. College of Textile Technology & Fashion 2324. Design Leadership (known locally simply 24Award as Shenkar), weaving 25Professional award, together an ‘S’ and theHong Kong Hebrew ‘shin’ (similarDesigned by CoDesign in shape to a ‘W’). The(Hung Lam), 2004 mark was retained whenA monogram that the name of the collegecelebrates the changed to reflect its‘backbone’ of the design broader range of study.industry: corporateleaders who apply design 30. Regatta Designstrategically, and to Cabinet doorwhom this award is given. manufacturer, Finland Designed by Hahmo25. Martín Faixó (Pekka Piippo,Winery, Spain Jenni Kuokka, AnttiDesigned by Mario Raudaskoski, Erik Bertell,Eskenazi, 2007 Hanna Hakala), 2008For a winery named afterits husband-and-wife 31. The British Larderowners, a logotype that Restaurant, UKuses a stencil typeface Designed by Peter andto unite their two initials, Paul (Paul Reardon, Peterin a similar manner to Horridge), 2010the National Theatre’s An award-winning Suffolkformer ‘NT’ mark by FHK restaurant with its ownHenrion. online ‘recipe diary’ and a mark that uses an etching26. Lambeth First style of shading to reflectLocal partnership, UK the artisan nature of theDesigned by Atelier establishment’s food.Works (Ian Chilvers),2002 32. Lafayette CentreLambeth First is the Local Mixed-use development,Strategic Partnership USAfor this south London Designed by Lanceborough, giving Wyman, 1984residents, businesses, An intricate marklocal services and intended to suggestvoluntary groups a say on metalwork from theimportant local issues. period of the War of Independence, in which27. Mondays At The the Marquis de LafayetteFoyer made his name.Musical events, GreeceDesigned by Designers 33. CACTUnited (Dimitris Contemporary artKoliadimas, Dimitris museum, GreecePapazoglou), 2008 Designed by DesignersTo badge a series United (Dimitrisof informal musical Koliadimas, Dimitrisinterludes in the lobby Papazoglou), 2006of Thessaloniki Concert A logotype for CACT –Hall, Designers United the Thessaloniki Centerfused drop capitals from of Contemporary Artthe Greek words for – that fuses the capital‘Monday’ and ‘foyer’ (∆ initials of the Greekand Φ), to create a hybrid words for ‘Art’ andsymbol with resonances ‘Center’ (T and K), toof a treble clef. create a mnemonic of the building’s characteristic28. John Digweed wooden roof.DJ and producer, UKDesigned by MaloneDesign (David Malone),2009 26

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202 Colourful characters. Linked letters35. Deborah A Nilson 43. Institute of Directors 35Legal practice, USA Membership 36Designed by Area 17 organization, UK 37(Audrey Templier), 2009 Designed by Pentagram 38All three initials in a (Alan Fletcher), 1993minimum of strokes make Alan Fletcher’s classicalan elegant monogram for logotype for the IoDthis attorney-at-law. takes a more serious and reflective tone than36. ArtWorks most of his corporateArt education awards, UK marks, in keeping withDesigned by Magpie the nature of the client.Studio (David Azurdia, It still plays a neat visualBen Christie, Jamie Ellul, trick, though, in sizingAimi Awang), 2008 each initial in accordance with its importance.37. Cally Arts The ‘phi’ symbol (Φ) hePublic art commissioner, created for art publisherUK Phaidon (whom he joinedDesigned by Practice as art director, also in+ Theory (Andreas 1993) might also havePohancenik), 2008 influenced his visualA mark for a group that thinking. Phi denotes theworks with King’s Cross- golden ratio, an influencearea artists in London to on the work of artistscreate community-led and architects since theartworks and to get the Renaissance.message out about thesocial benefits of public 44. Sion Collegeart projects. Membership organization, UK38. Fothergill Wyatt Designed by UntitledProperty agency, UK (Glenn Howard, DavidDesigned by Purpose Hawkins), 2007(Stuart Youngs, Faye Founded in 1630, SionGreenwood, Adam College is a body ofBrowne), 2010 clergy that debates,In its understatement, celebrates and supportsa distinctive move away the activities of thefrom the typical estate Anglican Church inagent’s identity. London. The spirit of fellowship among the39. RBH Multimedia members is intimated byExhibition design the linking of the initials.company, USADesigned by C&G 45. Cardiff WatersidePartners (Steff Business community, UKGeissbuhler), 2000 Designed by Brownjohn (James Beveridge, Tom40. Kingsland School Rogers, Andy Mosley),School, UK 2008Designed by Atelier Cardiff Waterside isWorks (John Powner), the former Cardiff Bay1996 Partnership, now ownedFor a north London by Aviva Investors. It isschool that was starting a commercial zone inafresh under a new Cardiff’s former docksheadteacher, an ‘S’ that area, once the world’sis also a celebratory busiest port.banner. 46. Art & Australia41. Good Co. Magazine, AustraliaCoffee retailer, Australia Designed by TomatoDesigned by Landor (John Warwicker), 2010Associates (Jason Little,Joao Peres), 200942. Faber & FaberBook publisher, UKDesigned by Pentagram(John McConnell), 1981John McConnelldesigned the famous‘ff’ monogram and,over a 15-year period,established an instantlyidentifiable look forFaber & Faber’s titles thatcontributed hugely to thepublisher’s growth.

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Colourful characters. Linked letters 20547. Gebrüder continues to identify its 48Heinemann duty-free shops at busy 49Distribution and retail international airports. 50group, Germany 51Designed by Pentagram Not as familiar or(Alan Fletcher), 1975 celebrated as the‘Commercial marks logotypes he designedare like people,’ wrote for the Victoria & AlbertAlan Fletcher in his Museum, the Institute ofinspirational cornucopia Directors and Reuters, itand swansong The Art nonetheless typifies theOf Looking Sideways. memorable simplicity,‘Some are reasonably invention and wit that hewell put together but brought to the corporatelack personality, others marks of dozens of lucky,are dull or aggressive, interesting-lookingor pompous, or organizations.unpleasant. Occasionallyone encounters an 48. Covent Gardeninteresting character.’ Commercial district, UK Designed byFletcher spent his career Bibliothèque, 2005making organizationslook interesting. An avid 49. Lund Byggerirecorder of optical puns, Construction firm,paradoxes, ephemera Denmarkand phenomena, he took Designed by A2/SW/HK,inexhaustible pleasure 2010in putting ideas thatmade him smile to work 50. All Changefor corporate clients, Charity, UKendowing them with Designed by Magpiethe kind of visual punch Studio (David Azurdia,and personality that Ben Christie, Jamie Ellul,communicated instantly Andy Hills), 2009with audiences. All Change is a north London charityReturning to London specializing in artsfrom the USA, having projects in communityworked his way around settings. Its hybridthe tutelage and letterform reflects itsinfluence of American combined arts approach.design luminaries likePaul Rand, Saul Bass 51. Seawaterand Leo Lionni, he set Greenhouseup Fletcher/Forbes/ Sustainable irrigationGill with Colin Forbes systems provider, UKand Bob Gill, and helped Designed by Dowlingto establish Design & Duncan (John Dowling,Art Direction (D&AD). Rob Duncan), 2004The first became the Seawater Greenhousetemplate for the modern has developed a systemBritish graphic design of the same name thatstudio; the second had enables year-round cropa major bearing on the production in the world’suptake of design services hottest, driest regionswithin British industry. using seawater andFletcher/Forbes/ sunlight, in a greenhouse.Gill became Crosby/Fletcher/Forbes, whichbecame Pentagram,which became one of theworld’s most enduring,admired and consistentlycommercially successfuldesign groups.Not much is on recordabout the mark Fletcherdesigned for GebrüderHeinemann in the mid1970s, apart from thefact that it bears thehallmarks of Fletcher’slove of letterformsand the spaces in andaround them. It is stillproudly worn by theGerman consumer goodsdistribution group, and

206 Colourful characters. Linked letters52. College of Arts & 60. Independent 52Architecture Commission on Turkey 53Art and design college, Political campaign, UK 54USA Designed by Atelier 55Designed by Mode (USA) Works (Quentin Newark),(John Pietrafesa, Maxim 2004Vakhovskiy), 2010 Designed for a groupingPart of the University of prominent Europeanof North Carolina at politicians broughtCharlotte, the CoA&A together to analyzestrives for a close aspects of Turkey’srelationship between accession to the EU,the arts, architecture inserting ‘T’ firmly intoand design, signalled the centre of ‘E’.by its logo of nestedletterforms. 61. Scottish Opera National opera company,53. Eva Kecseti UKHandbag designer, UK Designed by hat-trickDesigned by Taxi Studio (Gareth Howat, Jim(Spencer Buck, Ryan Sutherland, Adam Giles),Wills, Karl Wills), 2003 2008 The big mouth strikes54. Store Build again: a singing ‘O’, andInterior fit-out supplier, an ‘S’ coming out of it.JapanDesigned by Nign 62. Unreserved(Kenichiro Ohara), 2009 Campaigning alliance, USA55. Super OS Designed by The O GroupArtists’ agent, Japan (Jason B Cohen), 2009Designed by Good Unreserved is anDesign Company, 2004 alliance of entrepreneurs and business leaders56. Embodied Media aiming to foster theNew media arts practice, talents of AmericanAustralia Indians interested inDesigned by Inkahoots, exploring careers in2007 fashion and art.A close relationshipbetween the ‘E’ and ‘M’ 63. Braincandysymbolizes the Branding agency, Greececollaborative, Designed by G Designinterdisciplinary Studio (Michalisnature of artist Keith Georgiou, AlexandrosArmstrong’s work. Gavrilakis), 200957. Living ArchitectureHoliday rental company,UKDesigned by North, 2007A social enterpriseconceived by writer andphilosopher Alain deBotton, LivingArchitecturecommissions then rentsout houses designed byleading architects asholiday lets.58. Bevan BrittanLegal practice, UKDesigned by CDT Design,2004A firm with a mixture oftraditional values andinnovative thinkingfinds expression in theinterplay of a pair ofCaslon ‘b’s.59. TransFormalIT consultancy, GermanyDesigned by ThomasManss & Company, 2001TransFormal claims toprovide the key to IT forits clients.

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208 Colourful characters. Linked letters64. BG Group 71. Balthazar B and the 64Oil and gas production, Beatitudes 65UK Rock band, UK 66Designed by Uffindell Designed by &Smith, 67(Gary Black), 1996 2009Originally designed for Balthazar B at front ofBG plc when British Gas stage with his Beatitudesdivested Centrica, this (which vary in number)monogram stuck when behind him.the former reorganized in1999 as BG Group plc. 72. Endpoint Brand implementation65. Free & Equal company, UKCampaigning group, UK Designed by North, 2010Designed by Mark Studio, Endpoint manages2010 the implementation ofFree & Equal works to branding programmes,assert the rights of sexual claiming to apply aminorities discriminated full-circle, start-to-finishagainst in the global approach. Its marksouth, with an identity applies the same ideathat makes its point in to the ‘e’ and ‘p’ of themost languages. company name.66. Front Room 73. ErritzøeRecordings Legal practice, DenmarkRecord label, UK Designed by PunktumDesigned by Malone Design (Søren Varming,Design (David Malone), Abelone Varming, Henrik2009. Kubel), 2005 Two of the initials of the67. Brand Design law firm’s founder, MortenCouncil of South Africa Erritzøe Christensen,Professional association, also suggest a courtoomSouth Africa in plan.Designed by MisterWalker, 2009 74. Hampstead TheatreThree characters in one Theatre, UKfor the representative Designed by Rose, 2010body of graphic The grid units of thedesigners and agencies building’s 2003 facadein South Africa. find an echo in this logotype, which places68. Alwyne Estates the theatre at the heartProperty agency, UK of Hampstead.Designed by 1977 Design(Phil Dobson), 2005 75. Akerman Daly Book publisher, UK69. AAthletics Designed by UntitledSportswear company, (David Hawkins, GlennBelgium Howard), 2010Designed by Coast Jeremy Akerman and(David Nerinckx), 2009 Eileen Daly publishA monogram for writing by contemporaryAAthletics, based in artists.Antwerp, intended tostand for the companyand for the city, as acentre of sport andfashion.70. Design VenturaManufacturing initiative,UKDesigned by Rose, 2010London’s DesignMuseum works withaspiring young designersand industry expertsto create new productsfor sale in its shop. Theinitiative, representedby a pair of dovetailinginitials, is called DesignVentura.

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Colourful characters. In a word 2111. 9/11 Memorial 2. Action WokingMemorial, USA Environmental initiative,Designed by Landor UKAssociates (Rietje Designed by BuddyGieskes), 2009 (David Jones, Mark‘I was on a bus in upstate Girvan), 2010New York when the An initiative by combinedtowers were hit,’ says heat and power (CHP)Rietje Gieskes. ‘The energy providerdriver pulled over and Thameswey to supporteveryone listened to the Woking residents inevents unfold over the reducing their carbonradio.’ footprint.Later that year, Gieskes 3. ActionAid 2moved to New York City Charity, UK 3and began her career at Designed by CDT Design, 4Landor on Park Avenue 2001; refreshed by CDT 5while the 9/11 site was Design, 2006still being cleared. ‘Like The internationalmost New Yorkers, I development agency’sthink of the event often. identity gives a clearIt is a part of daily life. instruction.People still look up whenan airplane passes over 4. Active Resultsthe city. Creating an Schools analysisidentity for a cause so software, UKclose to our hearts was Designed by Spencera challenge. Everyone du Bois (John Spencer),wanted to rise to the 2008occasion.’ 5. ADF ArchitectsThe full legal name of Architectural practice,the body responsible UKfor the construction and Designed by Graphicaloperation of the 9/11 site House, 2007– the National September11 Memorial & Museumat the World TradeCenter – was too long formost applications andmost ordinary people,leading to a confusionof shortened versions.Landor’s new name forthe facility put an end tothe perplexity.Simplicity was theguiding principle behindthe name and thelogotype design. Tonewas vital: the typeface,weight, colour andcomposition all had apart to play in makingsomething that wasdirect and compelling,but also dignified andundateable.‘We reviewed a varietyof different themeswithin our exploration,considering more literalvisuals like the color ofthe sky that day, andmore abstract ideaslike the sense of hope,resilience, and nationalpride that people feltin the aftermath. Theselected design is abalance of both, focusingon the simple, emotivepower of the absenttowers.’

212 Colourful characters. In a word6. Ágora effortlessness, Blink’s 6Cultural events, Portugal combined ‘i’ and ‘n’, and 7Designed by Bürocratik unfussy font suggest 8(Adriano Esteves), 2006 efficiency and ease 9This business is named of use.after the large, openplaces of assembly in 15. Boskkeancient Greece. The loop Indoor plants, UKof the ‘G’ suggests a Designed byforum or auditorium. Bibliothèque, 2010 Boskke makes the Sky7. Allude Planter: a plant pot thatDesigner cashmere hangs like a lamp fromcompany, Germany the ceiling. The leafy ‘k’sDesigned by in the name implyBibliothèque, 2007 such growth.Classical, elegant Bodonicapitals are denuded 16. Watermanof their serifs to make Fountain pena more contemporary manufacturer, Francestatement. Designed by Lippincott & Margulies, 19468. Almar Industrial designerConcrete producer, Gordon LippincottPoland and interior designerDesigned by logotypy. Walter Margulies werecom (Wiktor Pawlik), early advocates of a2000 thoughtful, strategic, all- encompassing approach9. Aquavia to the way companiesEngineering consultancy, identify themselves.Portugal But the Manhattan firmDesigned by Bürocratik that went on to coin(Adriano Esteves), 2006 the term ‘corporateFor a firm specializing in identity’ and designroad (via in Portuguese) classic marks for Generaland water (aqua) Mills, Betty Crocker,engineering, a ligature in American Express,which the two are united: Chrysler and RCA, wasthe ‘A’ as the road, ‘the ‘V’ more concerned withas the river. designing products, packaging and interiors10. Bags for the first decade ofBag manufacturer, its life. Its identity forPortugal Waterman (now based inDesigned by Bürocratik Paris), with its signature(Adriano Esteves), 2010 flourish, or bow, was one of L&M’s very first11. bijipub ventures into what wouldBusiness book publisher, become its first lineJapan of business.Designed by Nign(Kenichiro Ohara), 2009 17. Connect Sheffield Wayfinding system, UK12. Luis Albuquerque Designed by AtelierPhoptographer, Canada Works (John Powner,Designed by Hambly & Natalie Turner), 2005Woolley (Bob Hambly, A double ligatureEmese Ungar-Walker), connects this logotype2003 with Sheffield’sThe two ‘q’s depict a groundbreakingcamera lens – before and wayfinding system. Theafter the shot is taken. font, Sheffield Sans, based on typefaces13. Christian Constantin created at the city’sArchitectural practice, historic StephensonSwitzerland Blake foundry, wasDesigned by >moser, designed for the project2010 by Jeremy Tankard.14. BlinkVehicle chargingstations, USADesigned by LandorAssociates (Paul Chock,May Hartono, AndyBaron, John Martinko),2010With a name thatimplies speed and

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214 Colourful characters. In a word18. Coop Himmelblau frame lists of the famous 18Architectural practice, authors on the agency’s 19Austria books, and highlight its 20Designed by Made In association with them. 21Space, 2001A logotype that 24. Curious Picturesmakes one letter TV and film productionoptional: with the ‘L’, company, USAHimmelblau translates Designed by Pentagramas ‘sky blue’; without (Paula Scher), 1993it, Himmelbau means‘heaven construction’. 25. DialogBoth could describe a Architectural practice,practice whose buildings Canadaescape conventional Designed by Rethink,categorization. 2010 A firm that values the19. Coram Chambers conversation betweenBarristers’ chambers, UK architect and client.Designed by Spencerdu Bois (John Spencer), 26. Exider1999 Industrial metal-workingThe lower-case tools, Belarusinformality conveys an Designed by Denis Olenikapproachable image Design Studio, 2007for this chambersspecializing in family 27. Kettle of Fishlaw and civil practice. Digital productionThe kerned characters company, UKrepresent the merger of Designed by Sam Dallyn,the two chambers that 2010formed Coram. 28. Halliwell Landau20. Cox Legal practice, UKFurniture maker, UK Designed by The ChaseDesigned by Honey, 2010 (Pete Richardson), 2000Handcrafted typography More sly serif work tofor a business creating create brackets betweentraditional handcrafted names, this time tofurniture with a contain the firm’s areascontemporary edge. of expertise.21. ExistDesign planning, JapanDesigned by Taste Inc(Toshiyasu Nanbu), 200722. D&AD CongressAnnual conference, UKDesigned by Rose, 2007Appropriately for anassociation of designersand advertisingcreatives, threelogotypes in one. Themark for D&AD’s mainmembers’ conferencecontains Rose’s logo forthe organization, whichplaces the monogramdesigned in 1962 byFletcher/Forbes/Gill in a(pencil-esque) hexagon.The FFG mark wascreated by the pre-digitaltechnique of placingthe four characters inthe visible sides of anopen wooden cube andphotographing the result.23. David HighamLiterary agent, UKDesigned by Kimpton(David Kimpton, KatieAlger), 2009The brackets formedby the letters (also theinitials) at the centre ofthe logotype are used to

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216 Colourful characters. In a word29. Exploratorium 36. First Graduate 29Science museum, USA Non-profit organization, 30Designed by Landor USA 31Associates (Margaret Designed by Landor 32Youngblood), 1998 Associates (NicholasFounded in San Aparicio, JJ Ha, PaulFrancisco in 1969 by Chock, May Hartono),physicist and educator 2007Dr Frank Oppenheimer, First Graduate helpsExploratorium nurtures disadvantaged youngcuriosity in science people in the Sanand the environment Francisco Bay Area tothrough multisensory become the first in theirexperiences. family to graduate from college.30. ForartArt foundation, Poland 37. 50 LessonsDesigned by logotypy. Business learningcom (Wiktor Pawlik), 2009 service, UK Designed by Rose, 200631. Foro 50 Lessons offers insightWinery, Portugal and learning gleanedDesigned by Bürocratik from in-depth interviews(Adriano Esteves), 2006 with influential business leaders. For words32. Fish + Chip Design that are set in stone, aDesign consultancy, UK classical typeface ofDesigned by Fish + the kind found on stoneChip Design (Christian monuments.Holland), 2010A name and familiar 38. Freedomtypeface (Neue Travel agency, UKHelvetica) inspired by Designed by The Chaseowner Christian Holland’s (Lise Brian), 2009desire for design tobe part of everyday 39. HealthScoutexperience and thinking. Online medical information provider,33. FMC Technologies USAOil and gas technologies Designed by Onomamanufacturer, USA (Roger van den Bergh),Designed by Lippincott 2000& Margulies, 1973 The HealthScout siteFMC designs and is designed to helpmanufactures equipment consumers navigate theirfor the offshore oil and way to answers to theirgas industry, hinted at by medical queries.the notional pipeline in itslogotype.34. Giff GaffMobile phone network,UKDesigned by SomeOne(Gary Holt, Laura Hussey),2010Giff Gaff claims to keepcosts low for usersby allowing them toparticipate in the brandand business, and torecruit new users bycreating their own SIMorder page. As thenetwork grows, morevariations on the basiclogotype are created forusers to draw on.35. HarvardMaintenanceBuilding maintenance,USADesigned by Chermayeff& Geismar, 2011

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218 Colourful characters. In a word40. HeathWallace 48. Intuit 40Website design company, Financial software 41UK company, USA 42Designed by Arthur- Designed by Lippincott 43SteenHorneAdamson (Brendán Murphy,(ASHA: Emma Lucyn, Christian Dierig, PeterScott McGuffie, Chun), 2008Marksteen Adamson),2007 49. Keikyu Department store, Japan41. Howcast Designed by Ken Miki &Online instructional Associates, 1995videos, USADesigned by Pentagram 50. Klartext(Paula Scher), 2009 Advertising mediaFor the site that has the and logistics service,how-to of everything, an Germany‘H’ that points the way to Designed by Lockstoffthe next step. Design, 200842. InmediasMediation service,SwitzerlandDesigned by Atelier Bundi(Stephan Bundi), 2009A company that targetsareas of disagreement.43. InpocSmartphone app retailer,NorwayDesigned by MissionDesign (Karl MartinSætren), 2007Inpoc is short for ‘inpocket’, to describethis company’s range ofmobile phone servicesand entertainment.44. IntegrityDesign managementconsultancy, UKDesigned by AtelierWorks (Ian Chilvers), 1999Standing between clientand creative, managingthe to and fro of thedesign process, is thiscompany’s business.45. JaverdelIT consultancy, FinlandDesigned by Hahmo(Jenni Kuokka,Pekka Piippo, AnttiRaudaskoski), 200846. Hive & HoneyFashion label, USADesigned by DowlingDuncan (John Dowling,Rob Duncan), 201047. ByAlexFurniture designcompany, UKDesigned by Company,2011All of this designcompany’s plywoodfurniture creations arebased on an ‘A’-shapedprofile, such as the stoolin the logotype.

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220 Colourful characters. In a word51. Meiji Group 59. Mobil Corporation 51Dairy products and Fuel and lubricants 52confectionery group, company, USA 53Japan Designed by Chermayeff 54Designed by Landor & Geismar, 1964Associates, 2009 The drive for Mobil’sSoft, rounded, lower- adoption of Chermayeffcase letters provide & Geismar’s defiantlya friendly, human modern visual identityconnection to this major and Eliot Noyes’ servicefoods group. station architecture came from a desire to52. Kultohr be welcomed in theSightseeing information suburban communitiesservice, Germany that were springing upDesigned by Lockstoff across America in theDesign, 2010 early 1960s. It becameCall Kultohr (‘culture ear’) a beacon of the new,on your mobile and listen clean, efficient aestheticto information about that American industrypoints of cultural interest embraced at the start ofin the Rhein-Kreis Neuss the race-to-the-moonarea of Germany. decade.53. Leontyna 60. Michael PopperOlive oil producer, AssociatesAustralia Building services andDesigned by Sadgrove engineering consultancy,Design (Brian Sadgrove), UK2004 Designed by DowlingAn olive grove and Duncan (John Dowling,artisan producer on the Rob Duncan), 2004Mornington Peninsulanear Melbourne named 61. Mobiliseafter the founder’s Charity, UKmother who, aged 89, Designed by Spencerhelped to plant the first du Bois (John Spencer),trees in 2003. 2007 Thinner tyres than the54. Living Mobil logotype but theFurniture reseller, Greece same metaphor. MobiliseDesigned G Design represents disabledStudio (Michalis motorists in the UK andGeorgiou, Alexandros campaigns for betterGavrilakis), 2010 parking, refuelling and access for disabled55. Marco people.Contemporary artmuseum, MexicoDesigned by LanceWyman, 1990The acronym ofthe Museo de ArteContemporeáneoMonterrey is also theSpanish word for ‘frame’.The square ‘o’ suggeststhe museum’s centralpatio.56. KorkersFlyfishing footwear, USADesigned by SandstromPartners (Jon Olsen,Chris Gardiner), 2009A river runs through it;the ‘K’, that is.57. Luxury TripPremium taxi service,ArgentinaDesigned by Ailoviu, 200758. Matthew WilliamsonFashion label, UKDesigned by SEA (BryanEdmondson), 2011

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222 Colourful characters. In a word62. Moke 70. Nobivac 62Rock band, The Animal vaccine supplier, 63Netherlands UK 64Designed by The Stone Designed by Uffindell 65Twins (Declan and Garech (Gary Black, GaryStone), 2007 Deardon), 2009Not rock’s first guitar- A transfusion of whiterelated slash, but maybe space represents thethe first to be inspired by administration of thisthe angle of the band’s company’s products.guitar straps rather thanthe instrument itself. 71. Plan 8 Environmental63. Moor consultancy, DenmarkHousebuilder, Finland Designed by WeDesigned by Hahmo Recommend (Martin(Pekka Piippo), 2007 Fredricson, Nikolaj Knop),A non-standard ‘o’ 2006for a business thatallows homebuyers to 72. Opet Petroleumcustomize the interiors Oil and petroleum retailer,of their industrially Turkeymanufactured homes Designed by Chermayeffusing a Web-based & Geismar, 2004application. Forty years after giving Mobil its red wheel,64. Northern Ireland Chermayeff & GeismarTourist Board rebranded TurkishTourist authority, UK fuel retail giant OpetDesigned by AV Browne, with a go-faster ‘o’ and2010 logotype.65. Nutrio 73. TogetherWholesale bio-food Footwear retail initiative,supplier, UK SpainDesigned by GBH, 2000 Designed by Mario Eskenazi (Mario Eskenazi,66. PeliFilip Diego Feijóo), 2008Legal practice, Romania The Together projectDesigned by Brandient by Spanish shoemaker(Cristian ‘Kit’ Paul), 2008 Camper brings together international designers to67. MRCPderm create one-off shoe linesProfessional examination and shop interiors.revision website, UKDesigned by GraphicalHouse, 2010The MRCPderm websitefrom St John’s Instituteof Dermatology offerssupport to thosequalifying through theMRCP (UK) exam.68. MoorhouseConsultingProject managementconsultancy, UKDesigned by 300million(Martin Lawless, NigelDavies, Natalie Bennett),2010The intimacy of the two‘o’s – and suggestionof an infinity symbol– stems from therebranded company’snew organizing thought:‘Anything together’.69. PetroluxEnergy broker, UKDesigned by MaloneDesign (David Malone),2009

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Colourful characters. In a word 22574. STVDIO 75. The Preston and 75TV channel, Australia District Ex-Boxers 76Designed by Frost Association 77Design, 2010 Sporting association, UK 78Some designers have a Designed by The Chaseway with words – a talent (Mark Ross, Tommyfor spotting the graphic O’Shaughnessy), 1986potential of conjunctions Black ‘I’s – the stock inof letterforms to create trade of these pugilisticimmediate, eye-catching alumni.identities. Vince Frostis one of them. It is an 76. Trento DOCability that first drew Wine appellation, Italyattention in the mid Designed by Minale1990s when Frost was Tattersfield (Marcellowinning design plaudits M Minale, Ian Delaney),for his work on The 2008Independent Magazine Trento DOC is theon Saturday and Big appellation given toMagazine. The latter’s Italy’s oldest Metodotrademark was heavy, Classico sparkling wine.crunching headlines set The brand, shared byin super-bold wooden the 37 DOC producerstype – a love of Frost’s in the Trentino region,inherited from his father, positions their winea former printer – that as the champagne ofwould sometimes occupy Italy, and refers to thethe entire page. Words remuage in which bottleswere fragmented, their are turned in pairs everysyllables stacked, letters day to encourage thejammed in on their sides. production of bubbles.That love of re- 77. UK Skillscomposing language Skills champion, UKand letters to create Designed by Purposenew interpretations – to (Stuart Youngs, Adamsimplify while maintaining Browne, Paul Felton,a point of difference – Phil Skinner), 2009lent itself well to identity UK Skills champions highprojects as Frost built standards of traininghis own studio, first in through events, awardsLondon, then in Sydney. and competitions.It continues to serve thecompany well through 78. Unique Modelslogotypes such as this Model agency, Denmarkone for an arts channel Designed by Homeworklaunched in 2010. (Jack Dahl), 2008The inspiration for thislogotype pre-dateseven Frost’s belovedwood type and theinvention of printingitself. The channelwanted an identity thatrepresented both thechannel’s arts-drivencontent and the mediumof its transmission. Frostexplains, ‘One of thenames they suggestedwas “The Studio”. Iremembered from Latinlessons, there was nodistinction between “V”and “U”, which led meimmediately to thinkof “STUDIO TV”, andthen of planting “TV”inside “STUDIO”.’ TheLatinate substitutionand use of a weightyslab serif establishesa connection with arthistory by associationwith the legacy ofAncient Rome and theRenaissance, while thevivid pink dispels any airof stuffiness.

226 Colourful characters. In a word79. Purity 87. Rollasole 79‘Green’ IT systems, Footwear company, UK 80Norway Designed by Magpie 81Designed by Heydays, Studio (David Azurdia, 822009 Ben Christie, Jamie Ellul),Purity provides ‘green’ 2008storage and server Rollasole sells rolled-upsystems to large ballet pumps fromcorporations. The ‘i’ in its nightclub vendingname gives a clue to its machines to give stiletto-area of business. wearing clubbers a break from footache.80. QFortWindow systems brand, 88. World PolicyRomania InstituteDesigned by Brandient Internationalist policy(Cristian ‘Kit’ Paul), 2007 development, USAThe corner of a frame Designed by Chermayeffalludes to this brand’s & Geismar, 1994point of difference:precision-engineered 89. Weekendwindow systems. TV channel, Israel Designed by Oded Ezer,81. Qmunity 2002Lesbian, Gay, Bisexualand Transgender (LGBT)community centre,CanadaDesigned by Rethink,2009A speech bubbleindicates Qmunity’saim of giving the LGBTcommunity in BritishColumbia a voice aswell as resources andservices.82. UnitPost-productioncompany, UKDesigned by Company,200683. Rippleffect SoundDesignSound design, CanadaDesigned by Hambly &Woolley (Bob Hambly,Philip Mondor), 200584. SalvinoItalian delicatessen, UKDesigned by AtelierWorks (John Powner,Henrietta Molinaro), 2006Based on 1930s displaytypefaces, this markmakes well-judged use ofthe olive oil bottle, as anyItalian deli would.85. PleasurealmRestaurant group parentcompany, UKDesigned by North, 201086. Poverty OverCharity campaign, UKDesigned by JohnsonBanks and BMB Agency,2009A banner developed tobadge all of ChristianAid’s advertising andcommunications,focusing attention on thecharity’s objective andaway from its name.

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228 Colourful characters. In a word90. Samphire PR pastiche or hotel-chain 90Public relations company, nothingness. 91UK 92Designed by Dowling 96. Stereoscape 93Duncan (John Dowling, 3-D film and TVRob Duncan), 2007 production company, Finland91. Sendyne Designed by HahmoBattery and semi- (Erik Bertell, Ilonaconductor technologies Törmikoski), 2009provider, USADesigned by Onoma 97. Tea(Roger van den Bergh), Tea shop chain, UK2011 Designed by MindArrows allude to electron Design, 2007movement in a typicalbattery. 98. Switch Lighting design92. Smule consultancy, SingaporeSmartphone application Designed by &Larryproducer, USA (Larry Peh, Adora Tan),Designed by Six (John 2010Kariolis), 2008 A representation of notFor some new logotypes, just the designer’s idea orthe key challenge is brainwave (a light switch)ensuring legibility but also of the designand distinctiveness process: a semicolonat the tiny size of a symbolizes the pausesmartphone icon, just a for thought beforefew millimetres across. proposing a solution.The logo for Smule, aSilicon Valley start-up 99. The Armourycreating music-making Pub, UKapps such as Ocarina for Designed by Purposethe iPhone, had to work (Stuart Youngs, Paulat an even smaller scale, Felton, Will Kinchin, Alicealongside the brand mark Reynolds), 2010of each app. The wordmark for this pub in Wandsworth,93. Socialbox south London, looksSmartphone application, down the barrel of oneUK of the cannons made byDesigned by Sam Dallyn, Henkel’s Armoury nearby.2011Socialbox allows users 100. The Grow in Projectto watch TV ‘with’ friends Ecumenical outreachin an online social venture, UKenvironment through Designed by Guildintegration with Twitter, of Sage & Smith (NeilFacebook and ‘audience Tinson), 2006visualizations’.94. SofamiOnline furniture retailer,PolandDesigned by Elfen(Andrew Cavanagh, GutoEvans), 201095. St PancrasRenaissance HotelHotel, UKDesigned by North, 2011For the five-starestablishment openingin the Victorian Gothicsplendour of theformer Midland GrandHotel building, Northcreated an identitythat references the oldhotel’s connection withrail travel and St PancrasStation next door. Theend product (basedon Dalton Maag’s Effratypeface) channelstradition and characterwithout running into thebuffers of reproduction,

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230 Colourful characters. Typographic marks: dots and full stops1. Accesspoint The colour of the dotsTechnologies varies, depending on theIT solutions, UK piece of streetwear itDesigned by Ummocrono appears on.(Nina Wollner, FredrikJönsson), 2009 8. Grant SpencerAccesspoint helps Legal practice, UKbusinesses transfer Designed by A2 Design,their data from in-house 2009servers to cloud services A notional ® or ™ symbol– a move symbolized by marks this firm out asthe displaced dot. trademark attorneys.2. Artica 9. Intuitive 1Online art gallery, UK Travel software, UK 2Designed by 1977 Design Designed by Spencer 3(Paul Bailey, David du Bois (John Spencer), 4Armstrong, Chloe Pillai), 20042008 Dots with wanderlustFor an online gallery and for a company thatshop, the dot of the ‘i’ makes web-based tour-becomes the coloured operating systems.sticker placed next to asold artwork. 10. John Lyall Architects Architectural practice,3. Colmar Brunton UKMarket research firm, Designed by MindAustralia Design, 2009Designed by Elmwood(Sue Mould, Aja 11. HowardShanahan), 2010 Kitchenware retailer,A market research firm Norwaythat claims to get to the Designed by Missionpoint – now that would be Design (Karl Martinnovel. The arrow signifies Sætren), 2006the client’s ‘journey todiscovery’; the full stoprepresents the answersthat await them.4. DigitVideo conversioncompany, UKDesigned by Fivefootsix,2009Digit creates digitalduplicates of videocontent for broadcast,tweaking each copy forits new file format. Thediffering dots echo the‘more than a duplicate’theme of the rebrand.5. SynoviaHealthcare strategyconsultancy, UKDesigned by Untitled(Glenn Howard, DavidHawkins), 20046. iD DistributionTV programmedistributor, UKDesigned by The Chase(Harriet Devoy, MarkAtkinson), 2005A redistribution of thedot from one ‘i’ to anothermakes the point.7. Fillet IncFashion label, SwedenDesigned by WeRecommend (MartinFredricson, Nikolaj Knop),2009

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232 Colourful characters. Typographic marks: dots and full stops12. Jump Healthfoods 22. VerbatimHealthfood retailer, Foreign-languageAustralia printing service, UKDesigned by Naughtyfish Designed by hat-trick(Danielle de Andrade), (Gareth Howat, Jim2009 Sutherland), 200313. KidStart 12Loyalty scheme, UK 13Designed by 300million 14(Martin Lawless, Nigel 15Davies, Natalie Bennett,Katie Morgan), 2005KidStart is a loyaltyscheme that allowsparents to save for theirchild’s future throughmoney-back offersin shops.14. Kerry Phelan DesignOfficeInterior design studio,AustraliaDesigned by FabioOngarato Design (FabioOngarato, Meg Phillips),2010A reserved, pre-branding-era approach,recalling designatelier names of old,to reflect the studio’sunpretentious qualities.15. LaneFinancial marketingcompany, UKDesigned by &Smith,201116. MediapulseMarket researchcompany, SwitzerlandDesigned by Atelier Bundi(Stephan Bundi), 200617. Place Estate AgentsProperty agency, UKDesigned by Hand, 2010A dot that’s a pin on a mapmarking a destination forhouse-hunters.18. EatCafe chain, UKDesigned by Pentagram(Angus Hyland), 200219. Montgomery SisamArchitectsArchitectural practice,CanadaDesigned by Hambly &Woolley (Bob Hambly,Dominic Ayre), 2004A terminal turned into adot links the names of thefirm’s founders.20. Nothotels.comOnline booking agency,UKDesigned by GBH, 200021. TonicPost-production service,CanadaDesigned by Rethink,2004

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234 Colourful characters. Typographic marks: slashes1. text/gallery identity, with a forward 1Literary gallery, UK slash that is followed 2Designed by Practice by messages and 3+ Theory (Andreas information in Welsh. 4Pohancenik), 2009text/gallery puts the 8. Geriljaworksfocus on art projects Industrial designinspired by the written company, Norwayword, and the space Designed by Heydays,between text and the 2009visual arts. The forward The placement of aslash emphasizes forward slash in frontthis departure from of the name is meantconvention. to suggest this young, versatile design2. Postmedia Network team’s openness toNewspaper and media partnerships andgroup, Canada collaboration, allowingDesigned by Rethink, clients’ names to precede2010 its own.A forward slash thatclearly signals where the 9. Brook McIlroyNational Post owner’s Architectural practice,future focus lies: in digital Canadamedia. Designed by Concrete (Cristian Oronez, Diti3. Slash Katona, John Pylypczak),Online city guide, France 2010Designed by Area 17(Arnaud Mercier), 2010Slash is an online guideto art events and venuesin Paris.4. Bambi/bylauraFashion label, UK/SpainDesigned byTwoPoints.Net, 2009The identity for thelabel of designer LauraFigueras features acustom-made typeface(TpMartini, based on a5x9 grid) and the abilityto vary what follows theslash with the namesof sub-brands andcollections.5. Derek Welsh StudioFurniture design, UKDesigned by GraphicalHouse, 2009Bespoke type, anintricate ‘W’ and a unifiedforward slash echothe subtle details andcraftsmanship of DWS’shandmade designs.6. SynsLaserLaser eye surgery,NorwayDesigned by MissionDesign (Karl MartinSætren), 2006A slash that hints at thehigh-precision surgicalinstrument in question,without revealing anyscary detail.7. S4CTV Channel, UKDesigned by ProudCreative, 2006Branding that allowsthe UK’s only Welsh-language public-servicebroadcaster to assert its

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236 Colourful characters. Typographic marks: ampersands1. B&W Studio A formal truncation 1Design consultancy, UK of Samuelseon Talbot 2Designed by B&W Studio & Partners, the ST&P 3(Steve Wills), 2005 identity offers a focus 4The mark Lee Bradley on the firm’s creativeand Steve Wills partnerships and, in printdesigned for their and online, a windowstudio when it opened on its projects andin 2005. The ampersand campaigns.plays a big part in thecompany’s materials and 8. Keith Holland &presentations. Associates Optometrist, UK2. Barnes & Noble Designed by Arthur-Bookseller, USA SteenHorneAdamsonDesigned by Doyle (ASHA), 2009Partners (Stephen Doyle, A friendly, non-clinicalTom Kluepfel), 2000 central feature, visible toHere, the ampersand is just about any potentiala nod to the bookseller’s customer.heritage: Charles Barnesstarted printing books 9. Weeks & Cowlingin 1873; his son William Architectural designstarted selling them with studio, UKG Clifford Noble in 1917. Designed by FL@33 (Agathe Jacquillat, Tomi3. Colin&Me Vollauschek), 2008Bag and furnishingcompany, UKDesigned by Guildof Sage & Smith (NeilTinson), 2009A feline ampersand fora crafts business thatuses reclaimed fabricsto make bags and homefurnishings. Colin is theowner’s cat.4. DHKNAccountancy practice,IrelandDesigned by Creative Inc(Mel O’Rourke, SineadMcAleer), 2009Deasy Hannon andKit Noone’s companyidentity gained anampersand as a devicethat could be repeated inbranded materials.5. Horse & Country TVTV channel, UKDesigned by Method, Inc(Philip O’Dwyer), 20096. Marks & ClerkLegal practice, UKDesigned by CDT Design,2007A name that has nothingto do with the company’sarea of business(trademark and patentattorneys), Marks & Clerkrecalls its founders, a pairof Victorian engineer/inventors who movedrapidly into the boomarea of intellectualproperty. It is now thelargest IP firm in the UK.7. ST&PBranding and advertisingfirm, AustraliaDesigned by SML(Vanessa Ryan, KellyWeber), 2010

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238 Colourful characters. Typographic marks: underlined1. Art Matters 8. Benito’s Hat 1Art foundation, USA Restaurant, UK 2Designed by PS New York Designed by 3(Penny Hardy), 2007 DesignStudio, 2009 4A name and a point The horizontal lineof view, underlined features throughout thefor emphasis, for branding of this smalla foundation that Mexican restaurant chainsupports experimental in London.artists making sociallychallenging work too 9. The Architectureradical for most grant- Foundationmaking authorities. Non-profit organization, UK2. Heino Designed by Peter andFood wholesaler, Finland Paul (Paul Reardon, PeterDesigned by Hahmo Donohoe), 2009(Pekka Piippo, Antti A logotype that breathesRaudaskoski), 2006 gravitas without intimidation, stacked3. Surgical Aesthetics and underlined inCosmetic surgery centre, architectural fashion toUK allow messages to beDesigned by &Smith, snapped on.20104. BondsClothing brand, AustraliaDesigned by SadgroveDesign (Brian Sadgrove),1995A brand held together bystitches.5. Booz&Co.Managementconsultancy, USADesigned by Wolff Olins,2008Booz Allen Hamilton’sseparation of its USAgovernment businessfrom its commercialconsulting businesspresented theopportunity to revivethe original Booz brand,established by EdwinBooz in 1914. Callingthe commercial armBooz&Co. reassuringlysuggested continuity;the logotype underlineda contemporary attitude.6. Digital LinksCharity, UKDesigned by ThePartners (Kevin Lan,Freya Defoe), 2009The underscore,used in file names,email addresses andso on, connects thename of this charitywith its mission: toprovide access todigital technology forthe economically orgeographically excluded.7. Ashdown-IngramAutomotive componentsdistributor, AustraliaDesigned by SadgroveDesign (Brian Sadgrove),2005

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240 Colourful characters. Typographic marks: other punctuation1. 1:1 8. Conservatoire de 1Architecture and interior Lausanne 2design company, Hong Music school, 3Kong Switzerland 4Designed by CoDesign Designed by >moser,(Eddy Yu, Hung Lam, 2010Luke Lo), 2007 A logo in the key of music:Less is more for this a ‘C’ with overtones of ayoung design practice. bass clef shows children and young adults where2. A la Feina Iguals to start their musicalEqual rights agency, learning.SpainDesigned by Summa 9. Finish Creative(Tilman Solé, Patrizia ServicesSchopf), 2007 Packaging modelling‘Equality in employment,’ service, UKsays this wordmark Designed by SVIDesignfor an agency of the (Sasha Vidakovic), 2008Government of Catalonia, Finish produces highlyin different but equally finished packagingeffective quotation mock-ups for brandmarks. owners, design studios and ad agencies. The3. Alexander Hall colon (with co-opted ‘i’s)Financial advisor, UK intimates a long list ofDesigned by GBH, 2001 services.4. ArômeRoom fragrancecompany, ItalyDesigned by Brunazzi& Associati (AndreaBrunazzi), 2004Fragrant circumflexestake flight.5. BökaRestaurant, FranceDesigned by Area 17(Audrey Templier), 2009Functional type, intendedto imply Scandinavianfreshness and simplicity,adorned by a HäagenDazs-style gratuitousumlaut, to conjure up anopen mouth.6. espai MaragallHistoric district, SpainDesigned by Summa(Tilman Solé, Lluís Serra),2007An identity for the‘Maragall area’ of Gava,Catalonia, a civic centrefor the performingarts. The sense of aspace awaiting artisticexpression is conveyedby the brackets, whichare stencilled on toavailable surfaces.7. Dia:BeaconArt gallery, USADesigned by DoylePartners (Stephen Doyle),2003The addition of a colon tothe Dia Art Foundation’sidentity alloweddifferentiation betweenits existing site inChelsea, Manhattan andits new one in Beacon, NY.

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242 Colourful characters. Typographic marks: other punctuation10. NorrlandsOperan languages available to 10Performing arts venue, study: French, Spanish 11Sweden and Portuguese. 12Designed by Stockholm 13Design Lab, 2009 16. OdinAn identity marking Data network,NorrlandsOperan’s The Netherlandsdevelopment from an Designed by Lockstoffopera house to a centre Design, 2008for the performing arts. Odin is the Online Data Information Network:11. L-A-D-A a portal to databasesFilm production and documentscompany, The provided by the EU forNetherlands the European energyDesigned by Me Studio research community.(Martin Pyper), 2009 The exclamation markDashes like film punch puts the emphasis onholes and a name communication and,inspired by the Soviet by inverting the ‘i’,Russian car brand that information.boomed in the 1970s lendthis identity an ironically 17. Lautstarkaustere air. Speech therapy, Germany12. Northern Icon Designed by LockstoffOnline furniture retailer, Design, 2010EstoniaDesigned by Northern 18. PauffleyIcon (Paul Marin), 2008 Design consultancy, UKNot an asterisk or a Designed by Furthersnowflake or a star (David Shalam, Melaniebut a ‘lobstick’ – a trail Edwards), 2008marker or monument, The pilcrow was devisedfirst recorded in northern in the Middle Ages toCanada by Alexander mark a new train ofMackenzie, and made thought in a passage ofby stripping a tall, writing, and adopted byconspicuous pine tree printers to designateof all but its uppermost a new paragraph.branches. Pauffley’s represents the pause for thought13. Libraries Alive before inspirationLibrary consultancy, (hopefully) strikes.AustraliaDesigned by SadgroveDesign (Brian Sadgrove),199714. MúsicaDance events, AustraliaDesigned by FrostDesign, 2010A classic serif typefacedistinguishes this seriesof high-end, large-scaledance parties from itsmore self-consciouslyfashionable rivals. ThePortuguese word for‘music’ was chosen asthe name as it containedan accent on the ‘u’ – afeature that reflected theorganizer’s wish to createa personal experience forevery guest.15. Love LanguageLondonLanguage school, UKDesigned by StudioParadise (Samuel Moffat,Jade Abbott), 2010The type is Londonist –Johnston Sans,synonymous with theLondon Underground –and the accents aretaken from the three

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244 Colourful characters. Typographic marks: other punctuation19. Southern California 25. Masch Media 19Institute of Architecture Public relations and 20Architecture school, USA marketing company, 21Designed by Made In Germany 22Space, 2010 Designed by ClaudiusA logotype designed to Design (Stefan Claudius),‘behave spatially’, with its 2003typography treated as a A mark that is intended toset of constantly shifting be recognizable with anmovable objects. In print, ‘M’ in any typeface insidefor example, the dash the brackets.sits above the two wordforms; in digital media, it 26. Austin-Smith:Lordbecomes an underscore. Architectural practice, UK20. Pukstaavi Designed by Zulver & Co,Book museum, Finland 2008Designed by Hahmo(Erik Bertell, Hanna 27. GripHakala, Jenni Kuokka, Team-buildingAntti Luostarinen, Mirva consultancy, NorwayMantere, Pekka Piippo, Designed by Heydays,Antti Raudaskoski), 2010 2009Pukstaavi is old Finnish An identity for a culturalfor ‘letter’. and creative workshop company based on the21. Secur idea of positive changeSecurity blinds company, and movement (and ofUK putting heads togetherDesigned by Grade in a common cause?).Design (Peter Dawson,Tegan Danko), 2007Some sturdy-lookingsquare brackets and abold sans serif conveysreassurance.22. WestminsterEmploymentEmployment service, UKDesigned by PlayneDesign (Clare Playne,Colin Goodhew), 2006An asterisk thatcorresponds ‘WE’(as in, ‘WE* deliver…’,‘WE* listen’, etc.)to WestminsterEmployment, a freeservice that helpsdisabled Westminsterresidents get backinto work.23. PlaygroupManagement trainingservice, UKDesigned by Elmwood(Richard Scholey,Jon Stubley, StephenWoowat, NatalieWoodhead), 2009An assortment ofcharacters for a servicethat offers trainingthrough changing role-play scenarios.24. ClasséAudio componentsproduer, CanadaDesigned by ThomasManss & Company, 2003An acute accent on the‘E’ doubles as part of theletter itself and providesa suitably integratedreminder of Classé’sFrench-Canadian origins.

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246 Colourful characters. Typographic marks: numerical and mathematical28. Adlib botox and filler specialist, 28Creative recruitment chose his first name toagency, UK front his Amsterdam 29Designed by Taxi Studio clinic. It is crowned by a(Spencer Buck, Ryan device derived from the 30Wills), 2007 Golden Ratio, used by architects and artists FT29. Art Tonic since the Renaissance toNon-profit organization, determine aesthetically 31Australia pleasing proportions.Designed by FrostDesign, 2010 34. Geozug IngenieureArt Tonic provides Engineering consultancy,hospital patients with a Switzerlanddose of contemporary Designed by Hotz & Hotzart by curating (Roman Imhof, Alexanderinstallations that turn Gächter), 2009the sterile environment An alphanumericinto a stimulating one. logotype reminiscent ofIts logotype unites the GPS code identifies thistwo worlds of art and specialist in geographicmedicine. information systems.30. Connect a Million 35. Holland & KnightMinds Legal practice, USAEducational initiative, Designed by LippincottUSA (Connie Birdsall, RodneyDesigned by Doyle Abbott), 2008Partners (Stephen Doyle,Drew Heffron), 2009 36. infoMeteoA simple equation TV channel, Spainrepresents the mission Designed by Summaof Time Warner Cable’s (Tilman Solé, Danielphilanthropic initiative: Bembibre), 2010to arrest ‘America’s A degree symboldeclining proficiency highlights this weatherin science, technology, channel’s commitmentengineering and math’ by to a data-led serviceinspiring young people. made available through multiple platforms.31. FT100Fair Trade index, 37. Jestico + WhilesThe Netherlands Architectural practice,Designed by Tomato UK(Dylan Kendle), 2009 Designed by Jestico +In contrast to the Whiles (Aurelien Thomas,FTSE100, the FT100 is Ilka Sobels), 2009the index of monitoredWorld Fair TradeOrganization members,100% committed toFair Trade.32. Foster + PartnersArchitectural practice,UKDesigned by ThomasManss & Company, 2006The plus sign, belovedof architects, is marriedwith Akzidenz Grotesk,beloved of graphicdesigners: both arecool, functional andunderstated. Foster’sprevious identitytriggered a wholesalerush by architecture-related firms to OtlAicher’s Rotis typeface,whose attributes tend todivide typographers.33. FrodoCosmetic surgery clinic,The NetherlandsDesigned by Burobraak(Arjan Braaksma, SamuelPernicha), 2010Dr Frodo Gaymans,

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248 Colourful characters. Typographic marks: numerical and mathematical38. Kolpa Its logo represents a 38Property agency, person with a thought 39The Netherlands bubble – a motif repeated 40Designed by Teldesign with photography of 41(Rob de Bree), 2008 real employees in theYour next home, this way. company’s branded material.39. KarimiLife coach, Germany 47. Workshop EventsDesigned by SWSP Event design company,Design (Georg Schatz), Australia2010 Designed by Naughtyfish (Paul Garbett), 201040. Matricia An apposite pronoun forManagement software a company that organizesservice, Romania social gatherings.Designed by Brandient(Cristian ‘Kit’ Paul), 2005 48. WinkA name and notation of Watch brand, USAthe matrix. No, not that Designed by PS New Yorkone; the mathematical (Penny Hardy, Shannonarray of numbers or Shelley), 2005symbols. Numerical letterforms for a brand of timepieces41. >moser with kaleidoscope-styleBranding consultancy, dynamic watch faces,Switzerland from design groupDesigned by >moser, Timefoundry.2008An arrow employed as adirectional symbol, ratherthan in its mathematical‘greater than’ capacity.42. NY Arts ProgramArts internshipprogramme, USADesigned by PS New York(Penny Hardy), 2010NYAP places studentsin leading creative andarts organizations acrossNew York.43. O+CoBranding consultancy,USADesigned by O+Co (BrentOppenheimer, John Kwo),200844. Westzone PublishingArts publisher, UKDesigned by Rose, 200445. Tahkokallio Design+Design historian andconsultant, FinlandDesigned by Hahmo(Hanna Hakala, AnttiRaudaskoski), 2009A wordmark for PäiviTahkokallio’s one-womanconsultancy, specializingin design effectiveness.46. One DegreeEnvironmental initiative,AustraliaDesigned by LandorAssociates (Tim Warren,Steve Clarke, JasonLittle), 2007In 2007, RupertMurdoch’s News Limitedlaunched One Degree,an initiative that madethe business carbonneutral and continuesas a resource for others.

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