Logotype

Sometimes a logotype needs itsown space: a frame or area in whichto make its presence felt. Thevariables here are shape, proportionand the position of words andcharacters within the space.Geometric shapes allude looselyto badges and labels, but carriersand frames can take any form, fromabstract to allegorical to literal.

Carriers& Corners

252 Carriers and corners. Letter carriers1. Artform Records endorsement of KPMG 1Record label, UK International or any of its 2Designed by Malone member firms. 3Design (David Malone), 42010 7. NoHo Arts district, USA2. Autočechák Designed by PelotonUsed car dealership, (Todd Fedell, TaraCzech Republic Gordon), 2010Designed by Toman Lacking inspiration in theGraphic Design (Jiri form of a recognizableToman), 2001 landmark or a single, predominant arts culture3. BPE (there are many), theLegal practice, UK identity for this NorthDesigned by Arthur- Hollywood Arts DistrictSteenHorneAdamson echoes the letterforms(ASHA: Scott McGuffie, and brightly colouredMarksteen Adamson), circular canopies of2007 North Hollywood metro station.4. Campaign to ProtectRural England 8. WOSMCampaign group, UK Vocational rehabilitationDesigned by Spencer service, The Netherlandsdu Bois (John Spencer), Designed by Teldesign2010 (Paul Vermijs), 2001The CPRE champions the WOSM works with Dutchinterests of the English companies to reducecountryside in policy absence from work duedevelopment and on to illness and injury.public platforms. Big, Putting people briefly inrustic letterforms, often the spotlight to help themwith pictorial infills, move on, is the messagecapture its campaigning of its wordmark.spirit. 9. ZWN Group5. Banc Sabadell Public transport group,Bank, Spain The NetherlandsDesigned by Mario Designed by OnomaEskenazi, 1995 (Roger van den Bergh),When Catalan Banc 1994Sabadell decided toexpand into southern 10. The Healing ArtsSpain, it created a new Arts collective, UKcompany, called SolBank Designed by(‘Sun Bank’). Mario Lundgren+Lindqvist,Eskenazi designed this 2010monogram in which a A three-dimensionalsolid red circle stood for mark derived from thethe sun. So successful Antahkarana, an ancientwas the brand that when Tibetan symbol forBanc Sabadell went healing.nationwide it adopted theSolBank identity for itsown, changing only thecolour from red to blue.6. KPMGProfessional servicesfirm, The NetherlandsDesigned by Interbrand,1987KPMG’s roots extendback to 1867, but thebusiness itself wasformed in 1987 with themerger of Peat MarwickInternational andKlynveld Main Goerdeler.Each initial representsa separate corporatestrand, or name, fromits history.KPMG International’sTrademarks are thesole property of KPMGInternational and theiruse here does notimply auditing by or

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254 Carriers and corners. Carriers: circles1

Carriers and corners. Carriers: circles 2551. BK Italia and Japanese markets. 2Furniture manufacturer, Whether a new dawn 3Italy awaits BK’s red disc in 4Designed by Vignelli the land of the rising sun, 5Associates (Massimo only time will tell.Vignelli, BeatrizCifuentes), 2006 2. Design 360°You could never accuse Magazine, ChinaVignelli Associates Designed by milkxhakeof over-complicating (Javin Mo), 2009things. ‘We are amazed athow afraid designers are 3. Cinereachof using simple shapes Non-profit filmnowadays,’ says Beatriz production foundation,Cifuentes. ‘In reality, they USAare the most memorable Designed by Method, Incand therefore most (Milena Sadée), 2009appropriate for a long- An identity that builtlasting company image.’ on its predecessor, a red ‘stamped’ circle,For a project such creating a prismaticas the rebranding of effect to ‘convey thehigh-quality sofa-bed notions of perspectivemanufacturer BK Italia, and convergence’, andvisual simplicity was confirm the foundation’scertainly going to be an increasing stature on theadvantage. Its branding film scene.programme had toencompass an expanse 4. Jelly Productsof brandable items from Product design company,catalogues, price lists, UKstationery, booklets, Designed by 1977 Designbrochures, posters and (Jonathan Beacher,advertising to vehicles, Richard Stevens, Aimeeclothing, architecture, Johnson), 2010trade-show stands and A name and mark thatbuttons for the sofas reflect the approachable,themselves. playful nature of Jelly’s founder Sam Pearce andA solid circle, in a similar the company made in hiswarm red to the one mould.BK Italia was alreadyassociated with, would 5. ADM Promotionsreproduce consistently, Promotional products,easily at every size and in UKevery medium. ‘But the Designed by Arthur-main reason [for the red SteenHorneAdamsoncircle],' says Cifuentes, (ASHA: Scott McGuffie,‘was visual impact.’ Marksteen Adamson,The simple shape and Leanne Thomas), 2009geometric, sans-serif A mark that acts as alettering reflects BK’s stamp of endorsement,purist design aesthetic. part of a repositioning to allow ADM to take a moreA total rebranding, from strategic role in clients’letterheads to lorries, branding programmes.for a client as passionateabout design and qualityas he is – it’s no wonderthat the project is oneof Massimo Vignelli’sfavourites of recentyears. He was evenallowed to weed out ‘lessinteresting’ productsfrom BK’s range andreplace them with on-brand models of his owndesign (Vignelli originallytrained as an architect).Simplicity andconsistency have theirrewards. Since the newidentity was introduced,BK has experiencedunprecedented growthin sales. At the time ofwriting, it was planning toexpand into the American

256 Carriers and corners. Carriers: circles6. Mannerheim League Helsinki is World Designfor Child Welfare Capital in 2012; this(Mannerheimin identity representsLastensuojeluliitto) the Finnish Institute inChild welfare London’s programmeorganization, Finland for promoting FinnishDesigned by Hahmo design.(Jenni Kuokka, AnttiRaudaskoski), 20107. LeapWeb contentmanagement softwareservice, DenmarkDesigned by WeRecommend (MartinFredriscon, Nikolaj Knop),20058. de sign de 6Design museum, Japan 7Designed by Ken Miki & 8Associates, 2010 9Design with a smile forthis riverside museum inKita-ku, Osaka.9. Detroit Institute ofArtsArt museum, USADesigned by Pentagram(Abbott Miller), 2006A mark to accompany themuseum’s $150-millionrenovation andreorganization, reflectingits art-historicalcollection and its positionas a pillar of culture in theMotor City.10. CFEEmployment and skillsresearch consultancy, UKDesigned by PlayneDesign (Clare Playne,Sarah Williams, CilenaRojas, Oliver Meikle),2010Bold drawn letterforms,focused by a circle, offera stamp of integrity andseriousness.11. La Ferme du BiéreauArts centre, BelgiumDesigned by Coast(David Nerincx), 2008A haystack remindsconcert-goers of thismusic venue’s formerpurpose.12. My Italian FriendsConcept store, BelgiumDesigned by Coast(Frederic Vanhorenbeke),2009Simple to use, easy toread, for this Italian foodand wine store’s signs,stickers, bags, tags, vansand price lists.13. Helsinki-LondonDesign CampDesign promotioncampaign, UKDesigned by Studio Emmi(Emmi Salonen), 2010

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Carriers and corners. Carriers: circles 25914. Dell unauthorized attempts to 15Personal computer mount it on grey or black 16brand, USA discs or anything else. 17Designed by Dell Global ©2012 Dell Inc. All Rights 18Brand Creative and Reserved.Lippincott, 2009Most major brands 15. Baby Boxwould say that it’s not Nursery beddingthe design of an identity company, Argentinathat’s difficult; the real Designed by Ailoviuchallenge is keeping it (Verónica Ridi, Marcoslooking that way once Zerene), 2010the design company A circle that’s maternalhas left the scene. For and a baby B.businesses that growquickly, the problem can 16. Abandon Normalbecome acute. Devices Festival Cinema and new mediaDell was famously started festival, UKin a college bedroom by Designed by UniformMichael Dell in 1984, and (Marcus McCabe), 200915 years later was the An invitation to rejectlargest PC seller in the convention for an annualUSA. In 1992, Siegel & festival of new cinemaGale created the original and digital culture.Dell logotype, tilting the‘E’ to reflect the founder’s 17. OneToBewish ‘to turn the world on Furniture maker, Belgiumits ear’ with his vision of Designed by Coasttailored PCs. The mark (Frederic Vanhorenbeke),became as familiar in the 2011computer marketplaceas IBM’s or Apple’s. But, 18. TLT Solicitorsby 2007, Dell’s global Legal practice, UKexpansion had spawned Designed by Uffindella motley crew of logo (Nigel Hillier, Davonvariants – a product Pointer), 2006of trying to control itsapplication by some 800creative agencies aroundthe world. There were 3-Dversions, logos insidegrey button-like discs,logos inside black discswith a chrome gradientand more.To remedy the situation,the company’s globalbrand management teamtook the decision tostart afresh and reclaimownership of the brandwith a new ‘evolution’ ofthe famous mark ratherthan try to enforcecompliance with theexisting one. The originalmission of the companywas revived and a newset of design principlesdrawn up for applyingthe brand, to be followedworldwide.The tweaks to thelogotype were subtle butsignificant. They revolvedaround the ‘E’, which wascompressed slightly andtilted further to extendabove and below theheight and baseline ofthe other letters. Thisaction drew the two ‘L’sto the left and madefor a more compact,integrated mark,while the added ring isintended to forestall any

260 Carriers and corners. Carriers: circles19. Transportation 26. Showtime Networks 19Alternatives TV network, USA 20Campaigning Designed by Chermayeff 21organization, USA & Geismar, 1997 22Designed by Onoma The ‘SHO’ mark-within-(Roger van den Bergh), a-mark is used in2008 newspaper listings andTransportation as the channel’s on-airAlternatives’ mission identifier.is to encouragewalking, cycling and 27. Libreríapublic-transport use, Internacional Bilbaoand ‘reclaim New York Bookstore, SpainCity’s streets from the Designed by Zorraquinoautomobile’. Its traffic- (Miquel Zorraquino, Mirensign-like logo shows S Gaubeka), 2006the way. 28. Helen Langridge20. Radiodada AssociatesOnline broadcaster, Film productionHong Kong company, UKDesigned by Tommy Li Designed by TomatoDesign Workshop, 2008 (Simon Taylor), 2009An inquisitive elephantand a warren ofletterforms representthis online station’sexploration of arts anddesign issues in HongKong.21. PaxCampaigningorganization, USADesigned by DoylePartners (Stephen Doyle,Martin Iselt), 2005Pax works to preventgun violence in the USAthrough overlappingprogrammes of activity.22. Duck Duck GooseRestaurant, AustraliaDesigned by gardens&co(Wilson Tang, JeffreyTam, Wong Kin Chung),2010A contemporary Chinesebar and restaurantin Melbourne’s QVdevelopment, namedafter the traditional pre-school game in which achild (the goose) circlesthe others (ducks) until hepicks one to chase him.23. Mayne HealthHealthcare provider,AustraliaDesigned by SadgroveDesign (Brian Sadgrove),200124. Pose MagazineFashion periodical, ChinaDesigned by c+cworkshop, 200925. Godzilla Sushi BarRestaurant, GreeceDesigned by G DesignStudio (MichalisGeorgiou, AlexandrosGavrilakis), 2006

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262 Carriers and corners. Carriers: squares1. Brill designed by Gyo Obata 1Cafe chain, Singapore when he founded HOK 2Designed by Couple, in 1955 (with George 32008 Hellmuth and George 4Brill is a food take-out Kassabaum) wasbusiness needing to streamlined by Toky forconvey care, attention new applications andand surprise in small, redrawn with a modifieddense, urban retail Bodoni.settings. 7. Hotel Arts Barcelona2. World Outstanding Hotel, SpainChinese Design Award Designed by ThomasDesign award, China Manss & Company, 2003Designed by CoDesign Revising its own design(Hung Lam), 2004 for the luxury hotel after 10 years to signal a major3. Scandinavian Airlines refurbishment, ThomasAirline, Sweden Manss & Company addedDesigned by Stockholm a twist to the arts themeDesign Lab, 1998 by turning each letter intoUncomplicated, a minor artwork.elegant, functional: anidentity that conveys 8. Zoo Concept Storequintessentially Retailer, United ArabScandinavian qualities. Emirates Designed by Hani Alireza,4. 14 oz. 2011Clothing retailer,Germany 9. City University ofDesigned by Boy New YorkBastiaens/Stormhand, University, USA1999 Designed by PentagramThe name of this German (Michael Bierut), 2004denim retailer is also the Originally developedoptimum per-yard weight to badge an ‘Investfor unwashed denim. in CUNY’ fundraising campaign, the solid5. Goldman Sachs square with Trade GothicBanking and securities Bold Condensed initialscompany, USA replaced a fussy, faintlyDesigned by Lippincott & paganistic-lookingMargulies, 1970 pentagon.Presence, authority,security: these are the 10. Conservatoriqualities generated by Municipal de Músicasetting the Goldman de BarcelonaSachs name in an Music conservatory,elegant, high-contrast Spaintypeface and stacking Designed byit inside a square with Serracatafau (Quimluxurious breathing Serra), 2005space. The originalwordmark from 1970 was 11. Indus Capitalrefined to breathe more Hedge fund, USA‘air’ (and composure) Designed by Brownjohninto it, but the vertical (James Beveridge, Andyligature between the Mosley, Tom Rogers),first letters that cements 2008the name together waskept. Since Goldman 12. PravdaSachs, New York Life Bar/restaurant, USAand American Express Designed by Muccaall adopted blue-square Design (Matteo Bologna),marks in the 1960s and 19971970s (all by Lippincott & A Cyrillic-style,Margulies), the motif has Eastern Bloc logo forbeen seen as the go-to the old-world Russianidentity solution for safe speakeasy and caviarestablishment brands. bar that helped make its Lower Manhattan6. HOK neighbourhood hip.Architectural practice,USADesigned by HOK (GyoObata), 1955; TokyBranding + Design (EricThoelke, Travis Brown),2008The red square mark

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264 Carriers and corners. Carriers: rectangles1. Acacia Avenue 8. Facebook 1Consumer research Social network site, USA 2company, UK Designed by Cuban 3Designed by Rose, 2001 Council and Test Pilot 4Acacia Avenue: the Collective (Joe Kral),stereotypical English 2005residential street, where Facebook’s blue was apeople take an avid legacy from the identityinterest in what other Mark Zuckerberg createdpeople say and do. Which for the network when itis exactly what this was thefacebook.com – acompany does. colour he chose because of his red–blue colour2. AnnaLou of London blindness. Type designerJewellery brand, UK Joe Kral crafted theDesigned by Burobraak logotype into shape.(Arjan Braaksma), 2008 9. Port Vell3. Oikos Urban district, SpainInterior paints and Designed by Summasurface treatments (Josep Maria Mir), 1992company, Italy Port Vell, Barcelona’sDesigned by SVIDesign former port facility, was(Sasha Vidakovic), 2007 relaunched after the city’s 1992 Olympic4. CGA Bryson Games, as a regeneratedProperty development, urban district with itsAustralia own distinctive identity.Designed by SadgroveDesign (Brian Sadgrove), 10. Fatboy1995 Beanbag furniture, Finland5. United Colors of Designed by HahmoBenetton (Pekka Piippo), 1998Clothing company, Italy The brand launchedDesigned by Massimo by Jukka Setala andVignelli, 1995 Alex Bergman now sellsWhat started as an beanbags, hammocksadvertising slogan and lounge chairs acrosswas adopted as the the world, all bearing thecompany’s brand in 1991, bright red Fatboy tag.during its notorious,taboo-breakingcollaboration withphotographer OlivieroToscani. Vignelli movedthe phrase from thecentre of the green boxto the upper left. Thischange of alignmentasked that the text beread more as a statementthan simply as a labelname, a move that suitedthe serious, campaigningtone of many of its ads.6. City of WestminsterCollegeFurther educationcollege, UKDesigned by AtelierWorks (Quentin Newark),2011An identity to markthe college’s move toa new, purpose-builtcampus at PaddingtonGreen, whose ‘stepped’architecture the tiltedrectangle represents.7. DerbiMotorcycle and scootermanufacturer, SpainDesigned by Summa(Tilman Solé), 2002

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11. YouTube and music videos. The Carriers and corners. Carriers: rectangles 267Online video sharing, unfinished and edgy of 12USA yesterday can quickly 13Designed by Chad Hurley, become the slick and 142005 corporate of today. 15Having a bona fide,qualified graphic 12. Wildbore & Gibbonsdesigner in your ranks Legal practice, UKas a start-up business Designed by A2 Design,can have its benefits. 2008Chad Hurley was a A modern mark for thedesign graduate of UK’s oldest independentIndiana University of firm of trademarkPennsylvania when he attorneys.was taken on as the soledesigner in a start-up 13. Wright Brothersencryption company in Oyster farm andCalifornia, at the height restaurant chain, UKof the dot-com boom. Designed by SomeOne (Gary Holt, Laura Hussey),The name the company 2010later came up with for A tiled effect suggestsitself following a merger a logotype originally setwas PayPal, and Hurley into a fishmonger’s wall.designed a simple,outline logotype in a 14. Durexbold, italicized sans-serif Condom manufacturer,typeface that served UKthe company through Designed by Elmwoodphenomenal growth, until (Andy Lawrence, Simonit was replaced in 2007. Preece, Lyndsay Hales), 2007At PayPal, Hurley hooked ‘Durability, Reliabilityup with two computer and Excellence,’ threescientitsts, Steve Chen qualities admirable in aand Jawed Karim, and condom, was the phrasehatched the concept of shortened by the Londona video version of Flickr, Rubber Company in 1929.developing a working site The tweak by Elmwoodthrough 2005. ‘The one involved softening thething we did worry about letterforms to reflectwas branding,’ Hurley the shift of theme in thesaid in an interview for brand’s marketing fromthe book Designing safe sex to pleasure andMedia. ‘You can have a sexual wellbeing.great solution but beyondpeople relating to it, 15. The Swanswell Trustthey have to remember Addict rehabilitationthe product they’ve service, UKused... We were trying Designed by Johnsonto express this idea of Banks, 2008personal television. We One of a series ofcame up with the name versions in which the slipof YouTube and wrapped of paper is transformedthat in a kind of simplified from crumpled tologo so that people could straightened-out, toget a sense of what our represent the ‘journey’site was about.’ of rehabilitated addicts.The key, Hurley felt, toattracting its audience ofyoung, web-savvy userswas to design an identity(and a website) that feltas if it had ‘been built bythe community’: playful,basic (in the same way asGoogle) and trustworthybecause it didn’t feelcorporate and over-produced. In October2006, Hurley and Chensold YouTube to Googlefor $1.65 billion.In 2011, the site wasserving more than threebillion video views a day,plus advertising, TVshows, movie rentals

268 Carriers and corners. Carriers: rectangles16. House of Illustration 22. John Howard Print 16Gallery and events venue, Studios 17London, UK Printmaking facility, UK 18Designed by hat-trick Designed by Two, 2007 19(Gareth Howat, Jim An identity expressedSutherland, Mark mainly through stickersWheatcroft, Alexandra applied by hand toJurva), 2008 stationery, comprisingThe vision of Quentin the studio’s name, set inBlake for the House of the Akkurat typeface.Illustration – since he wasChildren’s Laureate – is 23. Sheltaof the world’s first centre Fashion retailer, Swedendedicated to illustration Designed byin all its forms. Hat-trick’s We Recommendsketchbook page logo is (Martin Fredricson,able to incorporate any Nikolaj Knop), 2010style of illustration, or can A label for a streetbe left blank, to inspire fashion store that, like theothers. clothes, recalls hip hop and sneaker labels from17. Velux 1980s New York.Roof windows company,Denmark 24. Passion FoodsDesigned by Stockholm Organic food retailer,Design Lab, 2004 AustraliaThe first Velux roof Designed by Sadgrovewindow was fitted in Design (Brian Sadgrove),Denmark in 1942 by 2002V Kann Rasmussen &Co, which later adopted 25. Slicethe trademark as its TV network, Canadacorporate identity. The Designed by Rethink,2004 identity reduced 2007the height of the slab- A slice of cake thatserif logotype to produce appears in differenta more compact, legible colours – one for eachmark. ‘guilty pleasure’ – on a channel devoted to18. Moving Images ‘topics that matterAnnual new-media to women’.conference, DenmarkDesigned byWe Recommend(Martin Fredricson,Nikolaj Knop), 200819. Magazines CanadaPeriodical, CanadaDesigned by Hambly &Woolley (Barb Woolley,Emese Ungar-Walker),200920. BibliothèqueRégionale d’AosteRegional library, ItalyDesigned by Brunazzi& Associati (GiovanniBrunazzi, AndreaBrunazzi), 199521. ParamountMembers’ club, UKDesigned by MindDesign, 2009An op-art-inspiredidentity for a club locatedon the top three floorsof the Centre Pointbuilding in London, withseveral versions thateach feature 33 rowsof shapes found in thebuilding’s design (for its33 floors).

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270 Carriers and corners. Carriers: other shapes1. ABF The Soldiers’ Design For London 1Charity supports ‘good place 2Charity, UK shaping’ across the city, 3Designed by Dragon on behalf of the Mayor 4Rouge (David Beare, of London.Gemma Walters, MarkGoldsmith), 2010 9. L’EscalierA change of name from Contemporary artThe Army Benelovent showroom, SingaporeFund was accompanied Designed by &Larryby this visual identity, to (Larry Peh, Ter Yeowcapitalize on heightened Yeong), 2006awareness and respect The step cut into aamong the British public triangle resembles afor the armed forces. tangram puzzle piece or an element in the art of2. Arrtco paper cutting. EnlargedFashion retailer, China as a silhouette, the logoDesigned by doubles as a storecardJoyn:Viscom (Jiang Jian, and a swing tag.Ronald Tau), 2005A leaf/water droplet for 10. Zendol Ba fashion brand with an Timber preservationenvironmental theme. producer, Romania Designed by Brandient3. Arts Affaires (Ciprian Badalan), 2009Art consultancy, FranceDesigned by FL@33 11. Digital Cinema Media(Agathe Jacquillat, Tomi Cinema advertising, UKVollauschek), 2007 Designed by CDT Design, 20084. Barcelona TV Projecting brands inTV channel, Spain cinemas all over the UK.Designed by Summa(Tilman Solé, Rocío 12. EvangelischeMartinavarro), 2005 OmroepBarcelona’s own public Public broadcaster,TV station aims to give The Netherlandslocal citizens a voice. Designed by Lava, 2009 One of a system of5. The Customer themed identifiersCloseness Company to launch the youthConsumer research, UK division of this ChristianDesigned by Arthur- channel, EvangelicalSteenHorneAdamson Broadcasting, part of(ASHA: Chris Greenwood, The Netherlands PublicScott McGuffie, Broadcasting system.Marksteen Adamson),2010CCC draws its findingsfrom conversations itestablishes betweenbrands and theircustomers.6. The Faculty of RoyalDesigners for IndustryHonorary association, UKDesigned by StudioDempsey (MikeDempsey), 20057. Biblioteca ArturMartorellPublic library, BarcelonaDesigned bySerracatafau(Quim Serra), 2007A bookish icon thatserves for this publiclibrary and as a pointerfor Barcelona’s networkof school libraries.8. Design for LondonCivic design advisorygroup, UKDesigned by Tomato(Michael Horsham), 2009Pushing the envelope?

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13. H.J. Heinz Designed by Ark Carriers and corners. Carriers: other shapes 273Processed-food (Jonathan Chubb), 2010 14manufacturer, USA An unintimidating identity 15Designed by H.J. Heinz, that conveys the essence 161969 of the counselling 17While riding an elevated process to new clients.train in New York City in1896, Henry J Heinz was 17. Life Assayimpressed by a shoe Diagnostic devicestore’s advertisement manufacturer,for its 21 styles of shoe. South AfricaAlthough his company Designed by Misterwas manufacturing more Walker (Garth Walker),than 60 products at the 2010time, Heinz thought 57was a lucky number, andstarted using the slogan‘57 Varieties’ in all hisadvertising.In 1969, a century afterHeinz started bottlinghorseradish that he hadgrown in his garden,a corporate identifierthat read ‘HEINZ57’ was consideredunrepresentative of abusiness that marketedmore than 1,250 varietiesin around 150 countries.The ‘57’ and all-upper-case wordmark, setin the famous Heinzkeystone – borrowedfrom Pennsylvania,the Keystone State,the birthplace ofHeinz – continue toappear on packaging.The title-case version,in a softer, shorter,solid-red keystone, isthe corporate emblemfor a $10.7 billion globalbusiness selling 650million bottles of ketchupa year and 1.5 million tinsof beans every day in theUK alone.14. Ice Cream MusicProduction music library,UKDesigned by 1977 Design(Paul Bailey, DavidArmstrong, Chloe Pillai),2010An online library of youth-oriented productionmusic, with a lot offlavours to choose from.15. FornettiItalian cafe, USADesigned by MuccaDesign (Matteo Bologna,Andrea Brown, GionaLodigiani), 2010An authentic Italianartisan aesthetic for thisdeli within the Foodparcon Sixth Avenue,Manhattan.16. LakesideCounsellingPsychotherapy service,UK

274 Carriers and corners. Carriers: other shapes18. The New 42nd Street 23. MMM Festival 18Non-profit organization, Music festival, 19USA Switzerland 20Designed by Chermayeff Designed by FL@33 21& Geismar (Steff (Agathe Jacquillat, TomiGeissbuhler), 1996 Vollauschek), 2010A street sign signals The Festival de Musiquethe organization that des Montagnes duoversaw the regeneration Monde is an eclectic mixof the Times Square/42nd of music from the world’sStreet neighbourhood, mountain regions, andand the rejuvenation of takes place at Anzère,seven historic theatres. 2,000 m (6,500 ft) up in the Swiss Alps.19. Rambert MovesFundraising campaign, 24. Ling LeeUK Health foods provider,Designed by hat-trick Singapore(Gareth Howat, Jim Designed by gardens&coSutherland, Adam Giles), (Wilson Tang, Jeffrey2010 Tam), 2009For Rambert DanceCompany’s change of 25. Skypelocation to London’s Internet communicationSouth Bank, this software, Luxembourgidentity with shifting, Designed by Skype, 2003choreographed planes A name that started offwas created to mobilize as ‘Sky peer-to-peer’,funds and support. which became ‘Skyper’, for which no domain20. Malaparte names were available.Private event space, Lopping off the ‘r’ createdCanada a name that led to aDesigned by Gottschalk fluffy, friendly, cloud-like+ Ash International (Udo logotype and, like HooverSchliemann), 2010 and Google, has becomeMalaparte is a sixth-floor a verb as well as a brand.private dining space inToronto, with a rooftop 26. Redfernterrace modelled on Regeneration zone,that of Villa Malaparte Australiain Capri, which provided Designed by Frostthe breathtaking setting Design, 2011for Jean-Luc Godard’s A smiling logotype that1963 film Le mépris is part of a programme(‘Contempt’), and is of redevelopment aimedreached by a flight of at drawing visitors toreverse-pyramidal stairs. Redfern-Waterloo, an inner-city suburb of21. Love From London Sydney and the heartFilm tourism resource, UK of urban-AboriginalDesigned by KentLyons Australia.(Jon Cefai), 2010Love from London is 27. Laimar Filmsan online resource that Film productionmaps major films and company, Spaintheir locations across Designed by Zorraquinothe capital. (Miguel Zorraquino, Miren S Gaubeka), 201022. Signature TheatreCompanyTheatre company, USADesigned by C&GPartners (SteffGeissbuhler, AlexGeissbuhler), 2007Each season at theSignature TheatreCompany in Manhattanis dedicated to theworks of a single livingAmerican playwright.Its identity reverses thetheatre’s name out of acloud of signatures ofall its playwrights-in-residence.

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276 Carriers and corners. Carriers: frames1. 208 Duecento Otto Ministry of Culture for 1Restaurant, Hong Kong museums that implement 2Designed by c+c recommended 3workshop, 2010 conservation practice. 4Italian cuisine in arestaurant channelling 7. GloberideManhattan Meatpacking Sports equipment group,District interior design, Japanat 208 Hollywood Road. Designed by Samurai (Kashiwa Sato, Tomoatsu2. Charlton Kings Kasahara), 2009Baptist ChurchChurch, UK 8. EmitDesigned by Arthur- Sound design studio,SteenHorneAdamson 2010(ASHA: Scott McGuffie, Designed by GraphicalMarksteen Adamson), House, 20102010 With echoes ofA church in Cheltenham, technological identitieskeen to convey its of the 1970s, possibly ofmodern, approachable obscure mid-Eurpoeanidentity and openness synth acts, this markto newcomers. incorporates corners that refer to the studio’s3. Arch Idea acoustic panelling.Architectural practice,Russia 9. American MuseumDesigned by of Natural HistoryTransformer Studio (Ivan Museum, USADanyshevsky, Nikita Designed by LanceMelnikov), 2009 Wyman, 1990Dialogue: the way into An identity featuringdesign. the museum’s landmark tower that, since new4. ArkOpen buildings were added,Architectural practice, has been superceded butFinland which is still used in theDesigned by Hahmo original building.(Paco Aguayo, AnttiRaudaskoski), 2006A name and an identitythat stem from thefirm’s position asFinland’s leadingpractitioner of ‘open’architecture, in whichbuyers of prefabricatedapartments are free tospecify the plan andmaterials of their newhome.5. Land SecuritiesProperty developer, UKDesigned by hat-trick(Gareth Howat, DavidKimpton, Jim Sutherland,David Jones, AdamGiles), 2007A mark for the UK’slargest commercialproperty developer thatkept the type style ofthe previous logotype(including ‘Land’ inbold), but turned itslumpen accompanyingmonogram into a pair ofcorners/arrows that arealso used separately tohighlight information.6. Direction des Muséesde FranceGovernment museumsagency, FranceDesigned by StudioApeloig, 2005A stamp of approvalfrom the French

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278 Carriers and corners. Carriers: frames10. Daydream Nation Used as a ‘window’ on 10Fashion label, Hong Kong the world of ballet, the 11Designed by CoDesign logo is usually applied on 12(Eddy Yu, Hung Lam, images of productions 13Christy Chen), 2008 as a mini frame, reversedPossibly named after out in white. The range ofthe Sonic Youth album, position variants alludesDaydream Nation designs to the movement offashion collections and dancers on the stage.features collaborations inmusic, theatre, dance and 18. Hard Turm Parkart in its flagship Hong Mixed-use propertyKong store: a brand that development,sees no restrictions on Switzerlandwhat it can do. Designed by Hotz & Hotz (Roman Imhof, Sidi Meier),11. Moka 2008Coffee house, UK While the open rectangleDesigned by Arthur- represents the threeSteenHorneAdamson lower-level buildings of(ASHA: Leanne Thomas, this development, eachScott McGuffie, with its own courtyard,Marksteen Adamson), the stacked text creates2010 a silhouette of theAn aromatic surround scheme’s landmark(with hidden coffee tower.beans) for a simplelogotype creates a chic,richly flavoured mark.12. Start AnywhereOffice space andfacilities service, UKDesigned by Brownjohn(James Beveridge, AndyMosley, Tom Rogers),200813. LalineBathroom and beautyproducts brand, IsraelDesigned by DanAlexander & Co., 200514. Hans AppenzellerJewellery designer,The NetherlandsDesigned by Onoma(Roger van den Bergh),1989An identity for designerAppenzeller and hisstore on Grimburgwalthat’s all about the art ofcreating perfect circles– necklaces, braceletsand rings.15. HoHoJoOnline property search,Hong KongDesigned by CoDesign(Eddy Yu, Hung Lam, RayCheung), 2010In Cantonese, hohojomeans ‘very good forrenting’.16. IntersectNot-for-profit Internetresearch service,AustraliaDesigned by Naughtyfish(Paul Garbett), 200817. Het Nationale BalletNational ballet company,The NetherlandsDesigned by Me Studio(Martin Pyper), 2003

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280 Carriers and corners. Carriers: frames19. Bryter Estates 24. The Pew Center for 19Winery, USA Arts & Heritage 20Designed by Hatch Arts centre, USA 21Design (Joel Templin, Designed by Johnson 22Katie Jain, Eszter T Clark), Banks, 20092010 A flexible identity whoseAn old-world California variants reshuffle itscrest for this Sonoma component parts towinemaker. highlight different initiatives and themes.20. One AtlanticEvent space, USA 25. HolisticDesigned by Mucca PR and marketing, UKDesign (Matteo Bologna, Designed by Blast (Giff,Christine Celic Strohl) Paul Tunnicliffe, Henryand Darden Studio, 2010 Sly), 2009With a primary audienceof brides-to-be and 26. National Theatreevent planners who Walesmight not be thinking of Theatre company, UKAtlantic City as the most Designed by Elfen (Aaronsophisticated venue, Easterbrook, Gutothe identity of this event Evans), 2009space at the top of The An English-languagePier at Caesars in Atlantic theatre company with anCity aims to convey light, identity that expressesairy elegance. its aim to create site- specific work and to21. So... soap! have a dialogue withCommunity creators, participantsmanufacturing scheme, and audiences.Hong KongDesigned by CoDesign 27. Victor Russo’s(Eddy Yu, Hung Lam, Ray OsteriaCheung), 2010 Restaurant franchise,So… soap! employs The Netherlandssoap-makers in the Designed by Totalcommunity to package Identity (Maartenits organic products Brandenburg), 2010in recycled bottles. Its An Arcimboldo-styleidentity comprises an tableau of flavours andopen square resembling ingredients provides thethe Chinese character for backdrop for this Italian‘every district’. osteria franchise.22. The Naughton 28. Émilie BaileyGallery Photographer, UKArt gallery, UK Designed by &Smith,Designed by Studio 2009Tonne (Paul Farrington),2008The long, L-shapedNaughton Gallery atQueen’s UniversityBelfast showcasespaintings and sculpturefrom the university’sown collection.23. Town Hall HotelHotel, UKDesigned by SomeOne(David Law, ThereseSeverinsen), 2010Before the chicconversion of Neo-classical Bethnal GreenTown Hall, SomeOne’sdesigners, touringthe empty building,discovered original oakfiling cabinets, completewith brass windows forlabels on their drawers.With the building’s pastplaying a big part in thehotel’s brand ‘story’, theseclerical accoutrementsoffered a fitting frame fora logotype.

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From Iran and Israel to China andHong Kong, typographic expressionis as rich and imaginative as it isin the West. Each calligraphicallydescended writing system offersendless variation in the characterof its strokes, while bilinguallogotypes bring East and Westtogether through type.

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284 East. Chinese1. 14 Blades NuZi is a multifunctioning 1Film, Hong Kong retail space in the 2Designed by c+c Taikang Lu art district of 3workshop, 2010 Shanghai that promises 4For a kung-fu movie to bring Western designfocused on the elite and lifestyle productssecret-service agents to Chinese consumers.(masters of the ‘14 Its goods come viaBlades’) of the Imperial New Zealand – henceCourt in the Ming the name – and its logoDynasty, a Chinese symbolizes a bridgelogotype based on the between East and West.royal seal of that period. 7. Laidian Coffee Bar2. Approach Cafe, ChinaArchitecture Studio Designed by HesignArchitectural practice, International (JianpingChina He, Adger Yawei Zha),Designed by 2009Joyn:Viscom (Jiang Jian),2007 8. Ying Kee Tea HousePixellation of the Chinese Tea brand, Hong Kongcharacters creates an Designed by Tommy Liindustrious, under- Design Workshop, 2010construction appearance Modern, contouredfor this Beijing-based characters set withinarchitecture studio. a traditional Chinese window-frame3. Honeymoon Dessert arrangement have helpedDessert house chain, to rejuvenate this teaHong Kong brand, founded in 1881.Designed by Tommy LiDesign Workshop, 2002 9. The Vietnam WoodsA simple, classical Restaurant, Hong Konglogotype reflects the Designed by Tommy Litraditional, homemade Design Workshop, 2010desserts on offer at a A fusion of traditionalchain that expanded ink calligraphy andfrom one branch in Hong contemporary minimalKong’s Sai Kung district characters reflects theto 100 branches across recent transformationthe city state and China. of this 30-year-old Vietnamese restaurant4. Origin Architect into a modern diningArchitectural practice, room.ChinaDesigned by 10. Taste TogetherJoyn:Viscom (Jiang Jian, Restaurant chain, ChinaJing Fing), 2011 Designed by Tommy LiRepresenting this Design Workshop, 2010new firm’s back-to- With a custom-madefundamentals approach, typeface based onthis logotype resembles its cow characterbamboo scaffolding or a illustration, thischild’s matchstick puzzle. Vietnamese restaurant chain signals its5. Chuan Pictures speciality: beef pho.Film productioncompany, Singapore 11. Zhejiang Daily PressDesigned by &Larry Group(Larry Peh, Lee Weicong), Media group, China2009 Designed by MetaDesignA production company China (Martin Steinacker,set up by Singaporean Linda Stannieder,film-maker Royston Tan, Sebastian Braun,Chuan Pictures takes its Katharina Lemke, Luname from the Chinese Cheng, Sophia Lu), 2009for ‘fountain’. The logo, A logotype whoserendered in a custom- bold, angular linesmade sans-serif face complement theinside a rising droplet, stronger, more circularaims to balance tradition redrawing of the group’swith modernity, stability former symbol.with dynamism.6. NuZiLifestyle store, ChinaDesigned by CoDesign(Eddy Yu, Hung Lam,Sunny Wong), 2006

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286 East. Arabic1

East. Arabic 2871. Darbiran Co compact composition of 2Security glass characters, which, at the 3manufacturer, Iran same time, resembles a 4Designed by Iraj Mirza clenched fist.’ 5Alikhani, 1990Nowhere in the Arab 2. Al Jazeera Children’sworld is logotype design Channelas vibrant and diverse as TV channel, Qatarit is in Iran. The country Designed by Naji El Mir,possesses a proud 2005culture of calligraphy that The droplet-like Alstretches back centuries. Jazeera News logotype was designed not byFour hundred years ago, a leading brandingPersia’s writing system agency but by a Qataridiverged from that of man who heard aboutother Islamic cultures, the design competitionand with poetry and on his car radio andliterature dominating the sketched his entry incountry’s art, calligraphy 20 minutes. It is now abecame a powerful brand with considerablemedium for lending equity: post 9/11, thespectacularly original mark has identifiedvisual expression to its footage on newsthese written works. channels all over the world. Its presence wasA number of calligraphic even made obligatorystyles developed: clean, in the identity for thegeometric Kufic styles network’s pan-Arabon one hand, and six children’s channel. Najiseparate cursive script El Mir found a way for it tostyles on the other, cohabit with his simple,from the popular, highly rounded wordmark byreadable Naskh to the encompassing them bothenergetic, monumental within a circle.Thuluth. It is upon thisrich calligraphic tradition 3. Artthat Iran’s modern Magazine, Irantypography is based. Designed by Mehdi Saeedi, 2001In poster and logotypedesign, the tradition of 4. DID Publicationsexpressive calligraphy Art and design publisher,has had an inspirational Iraneffect, demonstrated Designed by Majidby many of the marks Abbasi, 1999here and on the next four DID Publications is anpages. offshoot of DID Graphics, one of Iran’s leadingIraj Mirza Alikhani started design studios, set up indesigning in the mid Tehran by Majid Abbasi1980s and established and Firouz Shafei. ItsAshna Advertising in logotype is a simple1991. ‘Iranian calligraphy Thuluth-style script.offers a great variety tologo designers,’ says 5. Elahe GalleryAlikhani, ‘and getting Art gallery, Iranfamiliar with the Seven Designed by EbrahimCalligraphic Styles is Haghighi, 1999a crucial priority for a Brushstrokes by one oflogotype designer.’ Iranian graphic design’s senior generation,Alikhani’s Naskh-style Ebrahim Haghighi, spellmark for Darbiran, the name of the Tehrana manufacturer of gallery and that of itstoughened glass, artist founder, Elahehighlights the flexibility Djavaheri.available to Iraniantypographers infashioning figurativereferences from writtenscript, or ‘calligrams’.‘When designing alogotype, I always tryto concentrate on thesubject itself. So I triedto express the power,potency and securityof Darbiran’s productsthrough the use of a

288 East. Arabic 6 76. International News 8Network 9TV channel, IranDesigned by MostafaAssadollahi, 19997. Ketab-e-HaftehLiterary magazine, IranDesigned by BehroozMatinsefat, 1999A masthead for a weeklyperiodical on books andwriting.8. Media BuilderSoftware service, IranDesigned by Raad DesignStudio (Iman Raad), 20089. Nahj al-BalaghaCultural CenterMuseum, IranDesigned by MohammadEhsai, 1982This museum holds acollection of writtenworks and speechesby Imam Ali, cousin andson-in-law of the ProphetMuhammad. Its logotypeis written in a Thuluthcalligraphic style.10. Hamrah-e-AvalMobile phone network,IranDesigned by AmrollahFarhadi, 2007Hamrah-e-Aval (‘FirstOperator’) is Iran’sprimary mobile phonenetwork. The rhythm in itslogotype is intended toconvey an approachable,dependable image tocustomers.11. Grandmother CoHealth foods supplier,IranDesigned by MehdiSaeedi, 200112. Reza Abbasi MuseumMuseum, IranDesigned by MortezaMomayez, 1976A logotype by the fatherfigure of modern Iraniangraphic design MortezaMomayez, for a museumof calligraphy in Tehrannamed after one ofOttoman-era Persia’sgreatest miniaturists.13. Restaurant MansourRestaurant, IranDesigned by MehdiSaeedi, 2003

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290 East. Arabic 14 1514. Sher 16Poetry magazine, Iran 17Designed by FarzadAdibi, 199815. Tize ScissorsRug-making equipmentprovider, IranDesigned by MehdiSaeedi, 200416. Noon Cultural GroupArt institute, IranDesigned by DamoonKhanjanzadeh, 200217. Mahnab CoImports and exportscompany, IranDesigned by MehdiSaeedi, 200218. Sahar CoFood-processingcompany, IranDesigned by MehdiSaeedi, 199919. SamarkandLiterary magazine, IranDesigned by MajidAbbasi, 200820. Sematak AdvertisingAdvertising agency, IranDesigned by MehdiSaeedi, 200121. Shahr-e HashtomMagazine, IranDesigned byMohammadreza Abdolali,2007A highly geometric scriptprovides the mastheadfor this journal on societyand culture.

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292 East. Hebrew1. Globes 6. Michal Miller 1Business newspaper, Shoe designer–maker, 2Israel Israel 3Designed by Oded Ezer Designed by Yotam 4and Shimon Sandhaus, Hadar, 20071998 Yotam Hadar is aOded Ezer is one of rising star of HebrewIsrael’s most exciting typography, equally attypographers, creating home with designingnew Hebrew fonts and commercial consumer-three-dimensional facing identities as withtypographic artworks more research-basedalongside his work for assignments, as showncommercial clients. by this minimalistGlobes is Israel’s logotype and his otherleading business daily, work on these pages.delivered each eveningto 45,000 subscribers. 7. SignonEzer’s masthead is an Magazine, Israelupdate of the previous Designed by Yotamone, improving legibility Hadar, 2008with bold, geometric For the style supplementletterforms lightened by of a daily paper, paperIBM-style striping. folded into a stylish masthead.2. Habimah NationalTheatre 8. Acca Festival ofNational theatre, Israel Alternative TheatreDesigned by Dan Theatre festival, IsraelReisinger, 1968 Designed by YotamBold, modular characters Hadar, 2005include (reading rightto left) an initial ‘heh’ 9. Oded Ezerletter and its reflected Typographyform as the last letter. Typographer, IsraelThese two characters Designed by Oded Ezer,became the building 2003blocks of a menorah-like An insect-like,symbol. (A menorah is the biomorphic creation fromcandelabrum that is an Ezer for his own practice,emblem of Judaism and in which the lower partsof Israel.) of the characters in the Frank-Rühl typeface are3. Tel Aviv Museum replaced by antenna-of Art style extensions,Contemporary art reflecting the designer’smuseum, Israel interest in animated, orDesigned by Dan live, typography.Reisinger, 1977Reisinger’s monogramfor Israel’s leadingmuseum of modernart features a ‘mem’character (for ‘museum’)that echoes the plan ofthe building.4. Lechem EretzSupermarket, IsraelDesigned by YotamHadar, 2005A logotype for LechemEretz (‘Bread of theLand’), a modern yetultra-orthodox koshersupermarket.5. LiliArtist, IsraelDesigned by Oded Ezer,2004A minimal, rhythmic yetsurprisingly readablelogotype composedof characters from thevery popular Frank-Rühl typeface with thelower part of each letterremoved.

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294 East. Bilingual1. 10 Architects 7. Chaoyang 1919 1Book series, Iran Creative business park, 2Designed by Kambiz China 3Shafei, 2011 Designed by 4For this bilingual series Joyn:Viscom (Jiang Jian,of books and DVDs on Zheng Xiaochun), 2010contemporary Iranian Chaoyang 1919 denotesarchitects, Shafei used the Beijing district and‘10’ as the unifying the year of constructionelement: one and zero of this former factory,are the only digits with now converted into athe same shape in both performance space andPersian and Latin writing offices for TV and filmsystems. production companies. The ‘legs’ of the ‘9’s are2. Bayn cut at a 19-degree angle.Mobile phone network,Morocco 8. Tokyo Station CityDesigned by Lippincott Mixed-use property(Brendán Murphy), 2006 development, JapanThe idea behind a Designed by Landorthought bubble is to Associates, 2010provide the flexibility A brand encompassingto lead with either the recent additions,Arabic or Latin name, including shops,and adapt the brand restaurants and threeto regional or national skyscrapers, to Tokyoaudiences. Station, with modern kanji characters fused3. Berardi & Sagharchi to express ‘Tokyo’,Projects complemented by theContemporary art English wordmark.agency, UK/IranDesigned by Raad DesignStudio (Iman Raad), 20084. Shanghai WorldFinancial CenterOffice development,ChinaDesigned by LandorAssociates, 2008Shanghai World FinancialCenter is the city’stallest skyscraper, withan unusual, handle-likeobservatory on itsupper floors. Its logosymbolizes ‘current’:a flow of information,finance, knowledge andpotential through thebuilding and betweenEast and West. TheChinese character‘Shang’ (from 'Shanghai’),meaning ‘up’ isembedded in the symbol.5. Conflicts ForumPolitical think tank, UKDesigned by Guildof Sage & Smith (NeilTinson, Amin Fahs), 2010Conflicts Forum aimsto develop a newunderstanding betweenthe Muslim world andthe West.6. Art TomorrowMagazine, IranDesigned by Raad DesignStudio (Iman Raad), 2010English words andThuluth-style Persianscript intertwine in thismasthead for a bilingualquarterly magazine.

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296 East. Bilingual9

East. Bilingual 2979. Carmelit ‘caf’ initals of the name. 10Subway system, Israel A monogram, diagram 11Designed by Dan and symbol all in one. 12Reisinger, 1990 13Graphic designers at 10. Gulf Gatewaywork today in Israel and Business club, UKbeyond owe a debt to Designed by MominDan Reisinger. A citizen Branding (Irfan Ahmed),of the country from 2009its foundation, he isresponsible for the visual 11. Tevaidentity of numerous PharmaceuticalIsraeli institutions, company, Israelcreating marks whose Designed by Danvisual economy and Reisinger, 1986dexterity in harmonizing Brutalist treatmentHebrew and Latin text set harmonizes Latin anda benchmark for younger Hebrew text.designers far and wide. 12. Sendai AstronomicalReisinger was born Observatoryin Yugoslavia. During Public observatory,the Nazi occupation Japanof that country, his Designed by Johnsonfather, a craftsman Banks, 2008and miniature painter, This way to outer space.perished in Hungarian An arrow that makesforced-labour units, light of the lengthy namealong with many other in two languages ismembers of his family. available in eight differentThe boy was kept hidden versions, or directions,by Serbian families until to point the way tothe Nazi withdrawal, and information, exhibits andin 1949 emigrated with cosmological wonders.his mother to the newlyformed state of Israel. 13. Oranjebloesem Catering company,A training in art and The Netherlandsdesign, a spell in the Designed by BurobraakIsraeli Air Force and a (Arjan Braaksma), 2004stamp design course A Dutch/Arabic identitywith graphic designer for a catering companyAbram Games, plus specializing in combiningperiods in England at Moroccan and DutchCentral School of Art food culture.and designing for ICI,led Reisinger to open hisown studio in Tel Aviv.His bilingual logotypefor airline El Al, whichcombined the Latin andHebrew wordmarksdesigned by OttoTreumann a decadeearlier, brought Resingerinternational attention,and the projects, honoursand exhibitions flowed inabundance thereafter.His identity for Carmelit,the undergroundfunicular railway servicethat runs up and downMount Carmel in Haifa,is a deceptively simplemark, apparently in thesame mould as manyother lean, dynamicallyoriented rail-relatedsymbols. The interlockingarrows, though, containa reference to thephysical character ofthe Carmelit system,with its inclined tunnels,stepped platforms andslanted carriages, as wellas representing boththe Latin ‘c’ and Hebrew

298 East. Bilingual14. Michael Ku Gallery that transformed the 14Art gallery, Taiwan retailer’s image and 15Designed by fortunes, it retained the 16Joyn:Viscom (Jiang Jian), flat, functional, graphic 172008 qualities that Sato felt were most associated15. MòChén Architects with Japanese design.& EngineersArchitectural practice, 20. Matsuri JapanChina Annual festival, UKDesigned by Joyn: Designed by JohnsonViscom (Jiang Jian), 2000 Banks, 2009A logotype based on The logotype forMing furniture and London’s annual matsuriwindow-frame designs reads across for Englishconveys the philosophy and down for Japanese.of this practice to rootits work in regional 21. Tambourcultural traditions. ‘Mo’ Paint and chemicalsis a traditional black company, Israelcalligraphy ink; ‘chen’ is Designed by Danthe practice of bowing Reisinger, 1992one’s head and bending Square counters insideforwards to show bold, stylized characterssincerity and respect. create a unifiedThe two combined can be wordmark.interpreted as ‘devotedto design’.16. Magic of PersiaContemporary Art PrizeArt award, UKDesigned by Raad DesignStudio (Iman Raad), 2008A bilingual, tiledwordmark for the annualart prize of a non-profitUK-based charity witha mission to educateyoung people on thecontribution of Persianculture to society.17. FinanceforceConsultingFinancial consultancy,ChinaDesigned by HesignInternational (JianpingHe, Jun Dai, Yawei Zhai),200918. LifeLifestyle store,Saudi ArabiaDesigned by Hani Alireza,2010Latin and Arabicwordmarks both conveythe urban, experimentalspirit of this eclecticlifestyle store.19. UniqloClothes retailer, JapanDesigned by Samurai(Kashiwa Sato, KoIshikawa), 2006Historically, Japan-basedbusinesses were at painsto disguise their origins.Kashiwa Sato’s Uniqlologotype capitalizedon a burst of Westerninterest in Japanesepop culture, placing theKatakana script on anequal footing with theWestern wordmark.Part of a rebranding

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