Logotype

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It's all in the font. Modular and grid-based 5112. Bree Collection adjusted. The close 16. Parc Central del 13Bagmaker, Germany parallel lines at the centre PoblenouDesigned by Büro Uebele of the ‘B’ and ‘E’s have Public park, SpainVisuelle Kommunikation been thinned to create Designed by(Sabine Schönhaar, more space between Serracatafau (QuimAndreas Uebele), 2008 them, and also raised Serra, Adriana Alós), 2007Logos that survive slightly because their A ‘green lung’ inuntouched, in their mathematical centre is Barcelona, designedoriginal state, for too low for the rest of by Jean Nouvel, thedecades are rare. Even each letterform. park is a lush oasis forthose logotypes that the community withseem as if they have These and other tiny dense vegetation and abeen around forever tweaks have given the perimeter wall covered inhave usually required logotype a new lease Mediterranean plants.occasional refinements of life, although most of A grid system of nodesto strokes or serifs, the shoppers passing and connectors providesor adjustments to the through Bree’s doors the base for the logotype,spacing of characters, to may be too distracted to the signage and drawingskeep pace with changing notice any difference. of abstract gardens.tastes – of customers orcompany members – and 13. Vanitytypographic trends. Women’s clothing brand, MexicoThe Bree label was Designed by Lancebrought into the world in Wyman, 19721970 by a young couple, One of many identitiesWolf Peter Bree and designed by Lancehis wife Renate, who Wyman for Mexicanhad a vision of creating enterprises following hisfashionable, functional acclaimed design of thebags from high-quality graphics for the 1968traditional materials. Its Mexico Olympic Games.logotype was the heightof fashion: looking high- 14. Nimmin 14tech but a little gauche, Power diet brand, 15as if they had been Switzerlanddrawn by a robot arm, Designed by Atelier Bundithe capital letters each (Stephan Bundi), 2010filled the same squareunit and comprised only 15. Channel 9 TVstraight-line strokes that TV broadcasting channel,seemed to be of uniform Australiathickness. At the centre Designed by Sadgroveof the ‘B’ and the ‘E’s, Design (Brian Sadgrove),these lines doubled back 1975on themselves. A timeless TV channel logo from Australia thatAlmost 40 years later, the English watchers of thelogotype was updated as 1980s Ashes series willpart of a modernization be familiar with. It remainsprogramme. Stroke essentially intact despiteendings and the corners having been messedof characters were about continually, withsoftened and curved, makeovers in blue, silverand a series of detailed and gold, in 3-D, with arefinements of individual high-chrome effect, aletters were carried out bevelled edge and theto create a balanced nine dots removed.optical effect, and toretain the impression For any logo designer,that the logotype was watching your creationgrid-based, like its suffer in the hands ofpredecessor. others can be a painful experience. BrianThe changes addressed Sadgrove, who hasthe elements of the logo designed identities forthat were mathematically numerous Australiancorrect but optically corporations, takeswrong. For example, a philosophical view,because horizontal comparing it to ‘worryingstrokes look thicker about an extremelyto the human eye than wayward child. You can’tvertical strokes of equal do anything about it,width, the verticals of so don’t get attached,the logotype were made whatever you do.’marginally thicker. Thewidth of the letters varies 16in the new logotype, andthe spaces betweenthem have been optically

52 It's all in the font. Modular and grid-based17. OQO Designed by Johnson Australia focused on 17Chinese bar/restaurant, Banks, 2009 commissioning rather 18UK For a practice that than collecting, and its 19Designed by SEA (Bryan specializes in modular rust-red steel building in 20Edmondson), 2005 solutions, a wordmark Melbourne’s SouthbankA north-London bar with based on a six-unit arts precinct has becomea backward ‘Q’, known for square grid. a city landmark. Itsits quirky Chinese tapas. logotype forms part 23. Whitney Museum of a flexible ‘graphic18. Ogee74 of American Art language’, allowing forBathroom fittings Museum, USA changes from show tosupplier, UK Designed by Pentagram show and the generationDesigned by Studio8 (Zoë (Paula Scher), 2000 of new, related typefacesBather, Matt Willey, Steve It is the minimalist, within the same gridFenn, Alex Ecob), 2010 orthogonal architecture system.Ogee74 imports luxury and stepped facade ofbathroom fittings and its the building, designed by 27. Hans Sipmamain market is architects Bauhaus master Marcel Photographyand interior designers. To Breuer (1902–81), that Digital photographer,catch their eye, its circle- informed the museum’s Canadabased logotype features logotype. Designed by Rethink,an ‘ogee curve’ (related 2008to the S-shaped ‘line 24. Gertrude LCD letters from aof beauty’ in art), which Contemporary digital camera interfacedescribes the profile Art gallery, Australia for this award-of a particular form of Designed by Fabio winning advertisingarchitectural moulding: a Ongarato Design photographer.convex curve that flows (Fabio Ongarato, Danielinto a concave curve, Peterson, Meg Phillips), 28. MEA Accountantswith parallel ends. 2010 Accountancy A strong, commanding consultancy, Australia19. IDTV identity for an art Designed by MarkIndependent TV institution known for Gowing Design, 2008production company, challenging convention More strokes than strictlyThe Netherlands as well as for nurturing necessary suggestDesigned by Lava, 2008 new talent. This logotype wealth and luxury forFor a groundbreaking was the foundation for a accountancy firm MarkDutch TV producer, Lava bespoke typeface that Edmunds Associates,created a flexible identity exerts the same non- and its contemporarysystem based on four conformist personality sophistication providesdifferent pixel designs, across a range of a stark contrast to thewhose combination at contexts. company’s competitors.different scales leadsto a host of different 25. aut. architekturlogotype/background und tirolpermutations. The Architecture centre,system is also capable Austriaof generating closely Designed by Bohatschrelated new identities for und Partner (Zitasubsidiary activities. Bereuter, Walter Bohatsch), 200420. Show And Tell Formerly theAnnual film event, ArchitekturforumAustralia Tirol, the centre tookDesigned by Mark up residence in anGowing Design, 2008 appropriately impressive‘Show And Tell’ is an architectural landmarkannual event run by in 2002: the AdambräuHopscotch Films to building, designed bypromote its forthcoming Lois Welzenbacherfilm releases. Its logotype in 1927, and anis composed of the outstanding examplegeometric counter-forms of the International Style.found in the Hopscotch The modular logotypelogo (see p.75), creating developed in the wakean artful, engaging visual of the institute’s movelink between the two. takes inspiration from the building’s section21. c+c workshop and floor plans.Design studio, HongKong 26. Australian Centre forDesigned by c+c Contemporary Artworkshop, 2005 Contemporary artA logotype that is often gallery, Australiaremade using everyday Designed by Fabioobjects. Ongarato Design (Fabio Ongarato, James Lin,22. Unit Architects Yarra Laurie), 2004Architectural practice, ACCA is the only majorUK public art gallery in

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29. Smith Partners ‘reflective of how Smith It's all in the font. Modular and grid-based 55Property development Partners develops its 30consultancy, USA modern architectural 31Designed by Thirst buildings from steel 32(Rick Valicenti), 2009 and glass’. Citing Paul 33For Rick Valicenti, the Rand’s famous but nowfounder of Thirst, design discarded logotypeis always personal, for Yale Press as anwhether there is a client inspiration, Valicentiinvolved or not. The says that when the Smithstudio is known for its Partners identity wasplayful, experimental, complete, he ‘delighteduncompromising in how it appeared to liveapproach to commercial simultaneously in thework, and reports past and the present’.candidly – and oftenamusingly – on its hits 30. Circusand misses with clients. Club/restaurant, UKSome customers have Designed by Mind Designstayed with Thirst for (Holger Jacobs, Andymore than a decade; Lang), 2009some don’t last more The identity for thisthan a week. burlesque-themed club and restaurant takesThe images Thirst many forms. The clubcreates never follow a interior’s many mirroredconsistent style, and are surfaces led to the idea ofnever easily forgotten. basing the constructionValicenti’s typography of the wordmark onis just as intolerant of the view through aconvention, ‘good taste’ kaleidoscope. Theand fashion. He enjoys internal pattern dependsdesigning identities – on the application; these‘It’s always fun to serve reference Surrealism,as mirror and reflection’ Art Deco, Alice in– and sees it, just as Wonderland and otherhe sees other areas of themes.practice, as an intuitiveprocess, in which the 31. Thirstdesigner responds Design studio, USAdirectly to contact with Designed by Thirstthe ‘decision-makers’ in (Rick Valicenti), 2008a business, rather than a Another example ofcommittee. The identity Valicenti’s back-to-for Smith Partners is, basics typographicsays Valicenti, ‘close approach, this mark forto my heart’. It reflects his own Chicago-basedthe back-to-basics studio is about creatingapproach of his recent original connections withtypography (also seen in clients, collaborators andthe identities for Thirst forms of communicationand Peter Ellis New and expression.Cities, on this page), inwhich letterforms are 32. Peter Ellis New Citiescomposed of simple Urban designlines connecting points consultancy, USAin a grid. This underlying Designed by Thirstsystem offers almost (Rick Valicenti), 2010endless possibilities. The wordmark for thisValicenti compares the firm focused on India isprocess with ‘making a inspired by the urbanconstellation’. ‘Whenever grid: infrastructure givesI sit to draw these gridded rise to identity.letters,’ he says, ‘it isalways a personal thrill to 33. Acqua Designsee the form unfold. Even Bathroom fittings retailer,when an initial sketch is Italyrendered, surprise lurks Designed by milkxhakeat the other side of the (Javin Mo), 2008process. The geometric loops of washbasin mixer taps lay‘The Smith Partners behind the letterforms ofidentity was almost this wordmark.pure designer intuitionas there is no fontthat can create thiscomposition off theshelf.’ Each letterformwas constructed and thewords ‘built’ in a manner

56 It's all in the font. Modular and grid-based34. Asylum 40. Museo Italiano a visual motif for the 34Blog, USA/UK Cultural Centre paths and journeys that 35Designed by Area 17 Cultural centre, Australia give rise to new social 36(David Lamothe), 2007 Designed by Design By enterprises. 37Half circles and parallel Pidgeon (David Pidgeon),stems provide the curves 2010 45. The Jarman Awardfor the identity of this An alphabet based on Film prize, UK‘men’s news blog’. the angular, brightly Designed by KentLyons coloured shapes (John Cefai), 200935. Amazee that characterized The Jarman Award is anOnline networking the Memphis design annual film prize given byplatform, Switzerland movement of early Film London and inspiredDesigned by Mixer 1980s Milan. Museo by the avant-garde film-(Erich Brechbühl), 2007 Italiano Cultural Centre maker, Derek JarmanAmazee is an Internet explores Italian culture (1942–94). Jarman’splatform that helps in Melbourne. iconic black timber-cladgroups of like-minded house on the pebblepeople discuss projects, 41. Suttergut beach at Dungenessfind funding and get Property developer, provided the inspirationthem off the ground. Switzerland for the branding.Paper clips hold projects Designed by Hotz & Hotz KentLyons designed atogether, so they became (Thomas Barmettler, logotype that could bethe building blocks of the Roman Imhof), 2010 constructed out of similarlogotype. Suttergut’s custom- black timber boards, drawn logotype, based with the cross bars of the36. Savviva Lifestyle on modified capitals from ‘A’s in yellow beading toManagement the Gridnik typeface, add vibrancy. The logoLifestyle management, creates an industrial was then made up inBelgium aesthetic with historic metre-high (3-foot-high)Designed by Denis Olenik echoes of 19th-century letters and photographedDesign Studio, 2010 sign painting, reflecting on London’s very own its context: the former beaches – the Thames37. Kerik site of an agricultural at low tide.DJ, Switzerland machinery factory.Designed by Mixer Gridnik derives from a(Erich Brechbühl), 2010 single-weight typewriterA voluble logotype face created by Wimcomposed of a few basic Crouwel in the late 1960s.forms for this Swiss DJ’s The Foundry, which hasclub nights and events. made the face available, christened it after the38. Massif name Crouwel’s friendsFlame-resistant clothing knew him by in the 1960s:brand, USA Mr Gridnik.Designed by SandstromPartners (Sally Morrow, 42. StadiumShanin Andrew), 2010 Sporting goods retailer,Set up by two search- Swedenand-rescue veterans, Designed by StockholmMassif produces fire- Design Lab, 2006resistant clothing for anew audience of military 43. Lyonsand aviation personnel, Architecturalwhose confidence in the practice, Australiabrand was not enhanced Designed by Cornwellby its old logo: a wacky Design, 2005illustration of a St Lyons is one of Australia’sBernard. Its replacement leading architecturaloffers a more reassuring practices, known for itsmessage of strength, highly expressive, non-reliability, performance, linear facades. Its identityteamwork… and displays the samebadass-ness. interest in the geometric manipulation of forms.39. Popular FrontBranding agency, USA 44. Social TradersDesigned by Cue (Alan Social enterpriseColvin, Nate Hinz), 2007 promoter, AustraliaA digital agency that Designed by Fabiogrew into a full-service Ongarato Design (Fabioone, Popular Front has Ongarato, Maurice Lai),an identity that feels 2009confident and precise, Social Traders workswith breaks in the with the Australianmodular letterforms that government tohint at motion and the encourage businessfirm’s digital core. support for community groups. The folds and turns of its ribboning logotype are meant as

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46. TESS Management Jacobs looked to key It's all in the font. Modular and grid-based 59Model agency, UK periods of women’s 47Designed by Mind Design liberation, such as the 48and Simon Egli, 2009 1920s and 1970s, and 49The notion that corporate the visual styles of those 50identity ‘solutions’ are times, then teamed upsingular and can only be with Swiss designerreached, like answers to Simon Egli to developmathematical problems, a modular identitythrough a long, logical system based on aprocess – including range of simple outlinedmarket research, letter shapes overlaidpositioning, structural with Art Deco-inspiredplanning – has been ornaments and shapes.called into question The system was capablein recent times. The of generating endlessconsultancies that logo combinations, butonce preached the a set of six colour andgospel of the single six black-and-whitelogo talk today about versions were chosenthe need for brands to for general use.respond to a world ofconstant change, to a 47. dropyxmultiplicity of media Creative network,and audiences. They are Germanycreating identities with Designed by Six (Darrenthe flexibility to reflect Firth), 2009and document the world dropyx links designaround them, in the quest clients to creativeto be all things to all agencies and designerspeople. in its network. Its logotype featuresThe flexible identity also altered letterforms withappeals to those who circular bowls, whilereject the modernist overprinted ascendersconcept of designer as and descenders hint at‘problem-solver’, with the overlappingthe job of seeking out relationships in thethe one true identity of dropyx process.an organization. Thesecompanies provide 48. Studio RBAclients with variations on Architectural practice,a visual theme – changes Italyof colour, pattern, Designed by milkxhakeimagery or typography (Javin Mo), 2006that allow the identity tobe customized to suit a 49. Typopassageparticular application Micro-museum, Austriaor audience. Designed by bauer – konzept & gestaltungOne such design studio (Erwin Bauer, Michaelis London-based Mind Herzog), 2009Design, led by Holger With its own ‘micro-Jacobs. The firm never museum with and aboutuses the word ‘branding’, lettering’, bauer wishesand celebrates the scope to show experimentalfor inspiration from typographic design fromchance visual encounters concept to final font withthat textbook branding exhibitions focusing onmethods close off. ‘We a series of internationalhave never claimed designers. The logo forto offer a guaranteed the space started life as aproblem-solving series of solid rectanglessolution,’ says Jacobs. standing on end to‘Our approach to identity represent each letter,design is more intuitive similar to a barcode.and based on inspiration Moulding the corners ofrather than logic. Many the shapes to intimate,of our designs could thin joining strokes madehave looked completely a vital difference todifferent but they simply its legibility.turned out that way andfelt right at the time.’ 50. Come Enjoy Tae-kwon-doFounded by Tori Edwards competition, Hong Kong(TE) and Sian Steel (SS), Designed by c+cthe London-based workshop, 2008model agency TESS Shi-jak! Tae-kwon-doManagement required a belts do backflips for thisconfident female identity. tournament logotype.

60 It's all in the font. Superbold1. Bruised identity aims to reflect 1DVD distributor, Australia the charity’s focus on 2Designed by Mark the individual while 3Gowing Design, 2010 appearing uncorporate, 4Bruised, part gritty and disruptive,of Hopscotch but at the same time,Entertainment, authoritative.distributes film DVDs,specializing in male- 8. ABB Grouporientated sports and Power and automationaction titles. technologies, Switzerland2. Atelier 210 Designed by PentagramArts venue, Belgium (Alan Fletcher), 1987Designed by Coast The merger of ASEA of(Ingrid Arquin), 2010 Sweden and BBC BrownA logotype that makes its Boveri of Switzerlandpresence felt, for an arts in 1988 produced anvenue without the budget engineering supergroup,to do it any other way. and the world’s leading supplier of electrical3. Tubestation power generationVideo production plants. Alan Fletcher’scompany, Australia brutalist monogram,Designed by Naughtyfish held together by its(Paul Garbett), 2010 criss-crossing powerInflated inner tubes lines, remains unchangedinspire a pumped-up and just as contemporarylogotype. today, after numerous acquisitions, expansions4. Upplevelseindustrin and technologicalNon-profit association, advances in the field.SwedenDesigned by We 9. SlowlyRecommend (Martin Cafe, Hong KongFredricson, Nikolaj Knop), Designed by Tommy Li2007 Design Workshop, 2008Uppleveleindustrin The heavyweight(literally, ‘Swedish typography is for acreative industries cafe that encouragesgenerator’) promotes customers to ease offthe creative industries the pace in their lives.in Sweden, including Maybe the speed ofdesign, advertising, service leaves somethingfilm-making, fashion to be desired.and music. 10. Von Rotz5. NOBA Bakery and patisserieKitchen furniture maker, chain, SwitzerlandNorway Designed by Hotz & HotzDesigned by (Judith Knapp, RomanKalleGraphics, 2008 Imhof), 2009 Displaying a very un-6. Avvio Swiss relish for excess,Online hotel booking the Von Rotz identitysystems, Ireland reflects the chain’s rustic,Designed by Creative Inc wholehearted, additive-(Mel O’Rourke, Garrett free approach to its craft.Murphy), 2009Avvio’s previousidentity focused on thecompany’s technologyand systems. Its new onetakes a different tack,highlighting the warmfeelings its systemscreate between hoteland guest.7. CrisisHomelessness charity,UKDesigned by 300million(Martin Lawless, NigelDavies, Nick Vincent,Natalie Bennett, KerryWhite), 2008Every person in the UKhas a right to his/her ownhome, says Crisis. Its

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62 It's all in the font. Superbold11. Black Panda 18. MotherboardDJ, Denmark Online technologyDesigned by Me! Me! Me! magazine, USA(Tom Nielsen, Mads Designed by Area 17Katholm), 2010 (David Lamothe), 2008 www.motherboard.tv12. Life + Times explores theLifestyle website, USA intersections betweenDesigned by Area 17 technology, humanity(Rumsey Taylor), 2010 and art. Its logotype tookJay-Z’s guide to all things inspiration from memorylife-enhancing, with chips; its final iteration isdinner-party-friendly more approachable andcontent organized under human but retains a techyart, technology, music, edge.sports and leisure.There’s a healthy helping 11of Mr Z himself in there, 12too. As you’d expect, the 13identity is, ahem, bitchin’. 1413. Brussels ElectronicMusic FestivalMusic festival, BelgiumDesigned by Coast(Frederic Vanhorenbeke),200914. Ceri Hand GalleryContemporary artgallery, UKDesigned by Uniform(Marcus McCabe), 2008A monogram for thisLiverpool gallery thatcould also be read asexhibition spaces, in plan.15. NCM InteriorsInterior design service,UKDesigned by DowlingDuncan (John Dowling,Rob Duncan), 2008Again, letterformsbecome spaces; thelogotype as interior.16. Della ValleBernheimerArchitectural practice,USADesigned by Pentagram(Eddie Opara), 2007The work of British-bornEddie Opara, who joinedPentagram in 2010, isgenerally characterizedby its visual richnessand sophisticatedcomplexity; thismonogram goes againsttype.17. OnlyAdvertising agency,The NetherlandsDesigned by The StoneTwins (Declan and GarechStone), 2008Inspired by thearchitectural forms foundin Only’s extraordinaryglass-and-concreteoffice building, whichis built on piers inAmsterdam harbour.

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64 It's all in the font. Stencil1. à point books clichés of graffiti, tags 1Publisher, Israel and macho typography. 2Designed by Dan The stencil font is a nod 3Alexander & Co. (Dan to the genre’s accepted 4Alexander, Michael Koll), graphic styling, but the2006 serif font and lower-caseFoody stains are the letters keep a lid onbattle scars of the best things.(i.e. the most used)cookbooks. Designer 5. Blokk ArchitectsDan Alexander and Architectural practice,chef Yair Yosefi met in UKa Parisian boulangerie Designed by Proudand discovered a mutual Creative, 2006love of baking. à point A name for a newbooks, the publishing architecture firm in Waleshouse they set up, is the that, in its simplicity, isresult of their ‘obsessive linguistically ambiguouscollection of fonts, and international. Thecalories and cookbooks’. logotype represents construction in a2. Afrique universal, fundamentalContemporaine way, recalling sets ofScientific journal, France wooden building blocks.Designed by Studio The letterforms can beApeloig (Philippe dismantled and stackedApeloig), 2010 up, as if in a box.Afrique Contemporaineis a quarterly academic 6. De Webfabriekreview of scientific Website design agency,research relating to the BelgiumAfrican continent. Finding Designed by Studio Hertengaging subjects for (Bart Rylant), 2009front-cover photography Industrial-gradeis a challenge, so Philippe stencilling for DeApeloig created a Webfabriek (The Weblogotype that occupies Factory), a stronglyalmost half the cover environmental websiteon its own. Every other design agency.letter is coloured to giveeach edition an identity 7. Façadeof its own. Plastics recycler, The NetherlandsThe high-tech stencil Designed by Me Studio,design relates to both 2009science and African Façade finds new usespainted lettering. for recycled advertisingApeloig created two billboards, includingfurther alphabets based plastic products to whichon the same design, text is applied usingpushing the limits of their stencils and spray cans.legibility by progressivelyincreasing the width of 8. Midithe vertical ‘slots’ that Restaurant, Belgiumbisect each character. Designed by CoastCombining and mixing (Ingrid Arquin), 2010the three alphabets on An unpretentiousother literature creates canteen in Brussels’typographic images that K-nal centre with a 1980sresemble scientific code retro vibe.or a gene sequence. 9. Assin3. Brand & Value Fashion retailer, AustraliaBrand strategy Designed by Fabioconsultancy, Germany Ongarato Design (FabioDesigned by SWSP Ongarato, Simone Elder),Design (Georg Schatz), 20042007 A high-end fashion store in Melbourne and Sydney4. Big Talk whose stripped-back,DJ management agency, monochrome aesthetic,UK industrial materials andDesigned by Give Up streetwise stencillingArt (Stuart Hammersley, are a counterpoint to theAdam Morten), 2010 immaculate tailoring ofAlthough most of its the goods on the rail.clients are in the UKunderground musicscene, Big Talk was keento move on from the

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66 It's all in the font. Stencil10. Factset Research 16. Japlab 10Systems Recording studio, 11Financial data provider, Switzerland 12USA Designed by Mixer (Erich 13Designed by Chermayeff Brechbühl), 2008& Geismar, 1996 17. Daiwa11. Plywood Angling equipmentRock band, Norway manufactuer, JapanDesigned by Designed by SamuraiKalleGraphics, 2005 (Kashiwa Sato, Tomoatsu Kasahara), 200912. Resilica A wordmark intended toKitchen worktop express the precisionmanufacturer, UK technology of Daiwa’sDesigned by Studio rods and reels and, in theTonne, 2009 arrow next to the ‘D’, theResilica, on England’s value of innovationsouth coast, hand- and creativity.makes bespoke kitchenworktops from 100%recycled glass waste, inalmost any colour. Thelogotype referencesa low-cost recyclingaesthetic, and can be die-cut into the packagingof the samples that arefrequently mailed out.13. Opera NorthOpera company, UKDesigned by North, 2010Not the operatic arm ofthe design agency, butan edgy, contemporary,award-winning operacompany based in thenorth of England. Thebands that run throughthe logotype suggestintegration – of audienceand performance,of performers andcompany, of productionsand seasons – andprovide the basis for astage-curtain effect,with imagery appearingfrom within and behindthe lettering.14. Palau FoundationArt conservationfoundation, SpainDesigned by Summa(Wladimir Marnich, EllenDiedrich), 2003A strong visual rhythm,reminiscent of books ona shelf, for the foundationthat conserves andexhibits the library andart collection of JosepPalau i Fabre (1917–2008), the writer, poetand playwright regardedas one of the world’sauthorities on the life andwork of Pablo Picasso.15. BiketreksBicycle retailer, UKDesigned by B&WStudio (Lee Bradley, AlexBroadhurst), 2010Hints of cogs and pedalsin the ‘e’s of this wordmarkfor a high-end mountain-bike shop in Cumbria.

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It's all in the font. Stencil 6918. Santarelli and CO ‘I imagined a game of 19Advertising agency, graphic construction, 20France a visual assemblage 21Designed by Studio in motion that evokes 22Apeloig (Philippe their profession: theApeloig), 2010 construction of ideas toPhilippe Apeloig create communicationfollows a unique path concepts, for media inin modern typography. perpetual reinvention.Turning a blind eye to Mobile like thought –passing fads in graphic simple forms, allowingdesign, he gives life to us to create “dancing”letterforms by treating elements balanced bythem as the material a totem structure thatof artistic expression, gives a very strongand words and syllables feeling of equilibrium inas components with the overall composition.’the potential to bechoreographed and 19. Softboxcoaxed into an endless Interface solutionvariety of compositions, services, Switzerlandeach with its own unique Designed by Hotz & Hotzinternal tensions. (Roman Imhof), 2003 The disconnectedApeloig learned his trade strokes and meetingunder two revolutionary points of the logotypefigures in design, both (based on the Courierpioneers of computerized Sans typeface) allude totypography: Wim the interfaces that areCrouwel at Total Design Softbox’s business.in Amsterdam and AprilGreiman. In primitive 20. Solo Mobiledigital type, he began Mobile phone network,to see letters as sets of Canadashapes and spaces that Designed by Rethink,could be manipulated and 2004abstracted. In grids and Constructed fromsystems, he perceived the a limited set ofliberation of letterforms, ‘connectors’, whichand the opportunities for became the basisgiving them ‘authentic for campaigns andfeeling and an emotional applications across thedimension’ influenced by brand to promote it tohis love of live art, such its target audience ofas contemporary dance constantly connectedand theatre. teens.His identity for Santarelli 21. The Acting Companyand CO demonstrates Touring theatre company,the dynamism Apeloig USAbrings to the static Designed by Thirstlogotype. The client is a (Rick Valicenti, John‘post-digital’ advertising Pobojewski), 2010agency established byChristine Santarelli and 22. The LabChristopher Oldcorn Recording studio,(CO). ‘The company name Denmarkplays with and subverts Designed by Homeworkestablished codes,’ says (Jack Dahl), 2009Apeloig. ‘That made mewant to create a cutting-edge form based ontraditional structures.’‘I wanted to combinethe languages of the tagand the totem, takingan age-old “primitive”element and bringing itinto the digital era – likethe company’s visionof bringing the ancientuniversal ideals of truth,good and beauty intothe contemporary era.I wanted something“digital”, like a tag –something to decode,like a stamp with which tosign their work.

70 It's all in the font. Cursive1. Teplitzky’s valves for refrigerators. holds a sense of artistry. 1Restaurant, USA The Danfoss name There’s also a hint of 2Designed by Mucca (‘Dan’ for Denmark, hawk in the ‘H’. 3Design (Matteo Bologna, ‘foss’ for refrigerant) 4Steve Jockisch, Meg was trademarked in 10. HoptimistParadise), 2008 1940 and applied to Cartoon figurineA 24-hour diner-inspired products, while the producer, Denmarkrestaurant that is part company traded under Designed by Me! Me! Me!of The Chelsea Hotel in Dansk Køleautomatik- og (Tom Nielsen, MadsAtlantic City, Teplitzky’s Apparat-Fabrik. After Katholm), 2010takes its name from the the war, as the company Furniture designerfamily-owned kosher grew its business outside Gustav Ehrenreich gavehotel that stood on Denmark, it made life a the world the Hoptimiststhe same corner in the great deal easier for its in 1968: colourful cartoon1950s. The painted-sign customers by switching figures with little legslook hails from that post- its name to Danfoss. and heads that bobbedwar period. about on springs. Today, 6. Fridcorp his son Jørn is reviving2. Harrods Property developer, production of theDepartment store, UK Australia toys with the creativeDesigned by Minale Designed by Cornwell input of designer LotteTattersfield (Marcello Design, 2010 Steffensen. The newMinale Snr, Brian In the sea of solid, rather identity reflects theTattersfield), 1967; staid property developer Hoptimists’ quirkyrevised by Minale identities, Fridcorp personalities, replacingTattersfield, 1986 wanted to associate the shouty, all-caps sans-The luxury department itself closely with its serif logo of old.store was taking a luxury flamboyant CEO and theapproach to its identity in distinctive style of thethe 1960s, employing a residential developmentswealth of signature styles under his direction.and colour variations.Minale Tattersfield 7. Fluiddrew the now widely Personal financialrecognized signature and services, UKdefined the green-and- Designed by Buddygold colour scheme, (David Jones, Markmaking sure the system Girvan), 2010was stuck to by providing The flowing, single linea comprehensive set of this logotype reflectsof guidelines for its the effortless ease withapplication. Almost 20 which, according to Fluid,years after it first brought customers can accessharmony to Harrods, its services.Minale Tattersfield wasasked to make the only 8. Cath Kidstonsignificant change to the Home furnishingsidentity by integrating the retailer, UKstore’s location. Designed by Cath Kidston, 19933. Saveurs Nobles Cath Kidston was onceArtisan food retailer, a single shop sellingSwitzerland hand-embroidered teaDesigned by Hotz & Hotz towels and repainted(Roman Imhof, Samir furniture to the well-to-Ganouchi), 2004 do residents of London’sThe blacked-out Holland Park. The cursiveloops and terminals logotype harks back toof this signature-style those homespun origins,wordmark add an extra, and to the days whenindividual flavour. our mothers knitted matching teacups, tote4. La Strada bags and phone cases.Café, RussiaDesigned by Transformer 9. Halcón VineyardsStudio, 2008 Winemaker, USA Designed by Nathan5. Danfoss Durrant Design (NathanHeating, refrigeration and Durrant, Annekaair-conditioning supplier, Foushee), 2010Denmark High up in the cool, rockyDesigned by Danfoss, mountain tops of northern1952 California is HalcónDanfoss, which today Vineyards, a winery thatturns over the equivalent bottled its first productof $3.5 billion, started in May 2011. The namelife in Mads Clausen’s (Spanish for ‘hawk’) callsparents’ attic in 1933, to mind the vineyard’swhere the graduate location and the loose,engineer started making signature-style script

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It's all in the font. Cursive 7311. Campbell Soup signature, giving the and video. Its sellingCompany letters more body points of simplicityFood processing and air, and removing and fun for the familycompany, USA peculiarities such as an are captured in AbbottDesigned by Campbell’s, extraneous ascender on Miller’s spiralling1898; revised by the ‘p’. The gold medal logotype.Lippincott & Margulies, in the centre of the label1946 was reduced in size and 12The Old Masters painted the flavour name given 13still lifes of fruit and more prominence. 14vegetables; Andy Warhol 15(1928–87) painted The label has changedCampbell’s soup cans. substantially sinceHis 32 ‘portraits’ of Warhol rendered itdifferent soup varieties in on canvas, but the1962 immortalized one of colour scheme and theAmerica’s most familiar signature logo remain.consumer products. Itslabel was the epitome of 12. Lusbenhigh-volume packaging Yacht refitting and repairdesign at the time, company, Italyconveying its information Designed by SVIDesignwith the minimum of (Sasha Vidakovic), 2010means: one colour, one The scripted letterformslogo and no more words hail from the mid 20ththan were absolutely century, when Lusbennecessary. began refitting luxury yachts in Viareggio, andThat label had been offer a reminder of thearound, in essence, for company’s heritage.more than 60 years. TheCampbell Soup Company 13. Nowhere Resortslaunched its condensed Luxury house rentalsoup line in 1897, with service, Japanlabels that were orange Designed by Goodand blue, but switched Design Company, 2009just a few months Nowhere Resorts hireslater. While attending a out three very differentuniversity football game, homes along the coasta certain Herberton of the Izu Peninsula, allL Williams (later the designed by Yasutakacompany’s treasurer and Yoshimura, husbandassistant manager) was of Nowhere’s founderstruck by the arresting Michiyo Yoshimura.visual qualities of the Each house is brandedCornell team’s bright red- ‘Nowhere but…’ (e.g.and-white strip. It was his 'Nowhere but Sajima'),recommendation that led and the aim is to provideto the Campbell’s colour places to get away fromscheme. the city and unwind – just like the logotype.The logotype wasbased on the signature 14. Lea Singersof founder Joseph Chamber choir, UKCampbell. It was thought Designed by 300millionit would appeal to the (Martin Lawless, Tomhousewife of the time, Mesquita), 2011offering a stamp of A looping logotype,authenticity and also expressing the choir’sgiving the sense that spirit of accessibilitythe soup in the can was and the notion of singersbased on a home-made, in the local communityhandwritten recipe. (of Harpenden, near St Albans) coming togetherOver the following in an artistic way.decades, the red-and-white can and curly 15. litlsignature branded Webbook brand, USAthemselves indelibly Designed by Pentagraminto the American (Abbott Miller), 2009consciousness. By The litl webbook1946, though, the label combines the functionshad become cluttered of a laptop and a TV.with extra information It has no hard drive,and Campbell’s asked applications or filesLippincott & Margulies’ of its own, but runs onpackaging design web-based applicationsplanning board to take a and flips over backwardsfresh look. L&M redrew for TV-like viewing ofthe rather spindly programmes, pictures

74 It's all in the font. Cursive16. Hand me Down band’s singer like the 16Vintage clothing brand, typeface designed for 17UK his solo album (Cable 18Designed by Studio Script, designed by 19Paradise (Samuel Moffat, KalleGraphics’ KarlJade Abbott), 2007 Martin Sætren) that he asked for a matching logo17. ElAstIC for his band.Creativity workshops,USA 22. FenwickDesigned by Thirst Department store(Rick Valicenti, John chain, UKPobojewski), 2009 Designer unknownElAstIC (a strained The origins of theacronym for Eliminating Fenwick wordmark areAssumptions to Increase lost in the mists of time,Creativity) is the brand it would seem, but itfor an ongoing series of is likely to have beenseminars designed by based on the signatureChicago architectural of John James Fenwick,firm 4240 to stretch the who opened his firstcreative faculties of outlet, a ‘mantle-makerbusiness leaders and and furrier’ shop, inentrepreneurs. Two Northumberland Street,continuous lines bend Newcastle, in 1882.their way into the sevenletterforms. 23. io Well-being centre,18. Ivy SwitzerlandEntertainment venue, Designed by >moser,Australia 2009Designed by Cornwell Well-rounded,Design, 2008 balanced… just as youWith ivy tumbling down might expect to beits sides, this award- feeling after a therapywinning $150-million or two at this Lausanneleisure complex on city-centre spa.Sydney’s George Streetis described by developer 24. iwaJustin Hemmes as ‘a Insurance underwriter,living, breathing urban South Africaoasis fusing nature with Designed by Mistercontemporary glamour’. Walker, 2010Elegantly over the top, A looping, lower-perhaps, like its logotype. case logotype to replace the Edwardian19. Krrb monogram of old and toOnline classified accompany a truncationadvertising, USA of the company nameDesigned by Area 17 from deeply un-(Arnaud Mercier), 2010 catchy InternationalHandwriting infers Underwriters andperson-to-person Administrators.interaction, and thiscursive wordmark 25. We Janesuggests a friendly Marketing agency,community feel to The Netherlandsthis website. Designed by Me Studio, 200720. Hopscotch Films A company that doesFilm distributor, Australia what it calls ‘femaleDesigned by Mark marketing’ – ‘insights,Gowing Design, 2002 ideas and concepts fromA logotype that a feminine perspective’encapsulates the – works with a subtlyindependent film- feminine ribboned logomaker’s craft: to in a range of colours.represent the humanityof storytelling. It beganlife as a handwrittenwordmark, before beinghoned and refined intoan harmonious, pleasingend product.21. Angels MotelRock band, NorwayDesigned byKalleGraphics, 2010So much did the

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It's all in the font. Cursive 7726. Zildjian all of that, capturing the 27Cymbal maker, USA exoticism and artistry 28Designed by Gunn of the company’s past 29Associates (Dave Lizotte), with script based on 301976 calligraphy from theDesigners are Ottoman era. Thefrequently asked to wordmark felt authenticdevelop identities that and connected with thecapture the ‘heritage’ dark art of cymbal-of a brand: to hint at making, long ago andpast associations somewhere far, far away.or achievements At a time when rockwhile maintaining a bands were extendingcontemporary air. Rarely, their musical influenceshowever, do they face and drum kits werethe task of trying to expanding in newembody in a single word directions, Zildjian had hitalmost four centuries a chord.of corporate culture, Avedis Zildjian Companyspanning two continents. – All rights reservedThe Avedis Zildjian 27. Alpenmilch ZentraleCompany is the USA’s Office accommodationoldest family-owned provider, Austriabusiness – older, in fact, Designed by bauer –than the USA itself. And koncept & gestaltungits origins lie a long way (Erwin K Bauer), 2004in every sense from its The hand-drawn fontcurrent home in Norwell, recalls the past life of thisMassachusetts. Avedis building in central ViennaZildjian was an Armenian as a large dairy.alchemist in 17th-centuryConstantinople (now 28. The ChelseaIstanbul), searching for Hotel, USAa way to create gold by Designed by Muccamixing base metals and Design (Matteo Bologna,hoping to unlock a door Steve Jockisch, Megto untold wealth. During Paradise), 2008his experiments, he For the first non-gaming,discovered an alloy of luxury hotel name oncopper, tin and traces of Atlantic City’s boardwalksilver with unique sound since the 1960s, Muccaqualities, and in 1618 Design looked to thatbegan making cymbals era and the days ofthat quickly became the original Jet Set forknown for their clarity, inspiration when creatingpower and sustain. The Chelsea’s identity.The alloy recipe was 29. The Creative Grouppassed down through the Design and marketinggenerations, and Zildjian recruiter, USAcymbals came to the Designed by Hatchattention of European Design (Joel Templin,composers. Berlioz, Katie Jain, Eszter T Clark),Wagner and others 2010expressly stipulated theuse of Zildjian cymbals in 30. Christopher Leetheir works. Visual merchandising consultant, Hong KongBy the early 20th Designed by gardens&co,century, the USA was 2004the Zildjian Company’s The copyright iconlargest market and the stands for the client’sfirm relocated to Quincy, first name, as well asMassachusetts, under for the ownership of histhe leadership of Avedis creative ideas.III. The first Americancymbal factory opened atthe dawn of the Jazz era.By the mid 1970s, Zildjianrealized that, while itsproducts were receivingmassive exposure fromuse by such drummers asGinger Baker, Phil Collinsand Buddy Rich, none ofits cymbals displayedits name. David Lizotte’slogotype design changed

78 It's all in the font. Cursive31. Electric Works Designed by Tommy Li Establishment leisure 31Office accommodation Design Workshop, 2009 development, the 32provider, UK The measuring tape, tool colonial-flavoured Tank 33Designed by Peter and of the fashion trade, Stream Bar is named 34Paul (Paul Reardon, is a perfect fit for this after the water sourcePeter Donohoe, Peter awards logotype. from which Sydney’sHorridge), 2008 early settlers refreshedAn open-all-hours office 36. RooX themselves.space in Sheffield aimed Telecommunicationsat creative and digital platform provider, Russia 41. Tampereenbusinesses, Electric Designed by 300million AmmattikorkeakouluWorks includes Vitra- (Martin Lawless, Nigel (TAMK)furnished shared areas Davies, Natalie Bennett, Designed by Hahmo (Erikand a three-storey helter- Kerry White), 2010 Bertell, Jenni Kuokka,skelter. Its spiralling A brand that claims to Pekka Piippo, Anttimonogram glows with have no limits. Raudaskoski), 2009allusions to this unique Tampere University offeature and electric 37. Moulinex Applied Sciences offersfilaments. Small household a range of business- appliances provider, oriented science32. Lankabaari France degrees and MBAs.Handcraft retailer, Finland Designer and date The typography of itsDesigned by Studio Emmi unknown logotype suggests a(Emmi Salonen), 2008 In the early 1930s, John rule of education: thatLankabaari (‘yarn bar’) Mantle, an Englishman, things become clearerin Turku sells everything experienced a potato through study.related to knitting, mousseline made by hisweaving and sewing. wife that was so lumpy he decided to invent a33. Cunéo mechanical device thatClassical conductor, would ensure it wasAustralia never repeated. HisDesigned by Frost hand-operated foodDesign, 2011 processor – namedAustralian conductor ‘Moulin Vegetable’, as theOllivier-Philippe Cunéo rotary action resembledis a bandleader aiming to the motion of a windmillbecome a brand leader, – was a huge hit withcommissioning this housewives, selling twoidentity with an eye on million units betweenraising his international 1933 and 1935. In 1957profile. The continuous he renamed his businessline, tracing loops, angles Moulinex, and it is likelyand straight strokes the scripted logotype,suggest the motions of with its corkscrewingthe conductor’s baton ‘M’, originates from thisin the air as it guides period. Today, Moulinexthe orchestra through the brand is ownedpassages of music. The by French appliancesacute accent reinforces giant SEB.the connotation. 38. Fashion Human34. Gibson Guitar RightsCorporation Human rights initiative,Musical instrument USA/Indiamanufacturer, USA Designed by de.MODesigned by Gibson, 1951 (Giorgio Baravalle), 2010The Gibson signature, Fashion Humanseen on guitars played by Rights is a project bythe likes of Eric Clapton, American NGO AlbaJimmy Page and The Collective to connectEdge, first appeared rural craftswomen andon mandolins made to micro-entrepreneurs inthe designs of Orville Gujarat with internationalGibson in Kalamazoo, designers and brands,Michigan, in the 1900s. so that their skilled workIt remained a wobbly, earns an income that canuneven affair, with a benefit their families andflorid ‘G’ and bulbous communities.‘b’, until 1951, when theletters were redrawn with 39. Welliciousa consistent x-height Yoga wear, UKand vertical strokes of Designed by SVIDesignuniform thickness, much (Sasha Vidakovic), 2001as it is today. 40. Tank Stream Bar35. Fashion World Talent Bar, AustraliaAwards Designed by CornwellProfessional awards, Design, 2001Hong Kong Part of Merivale Group’s

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80 It's all in the font. Handwritten1. Ash St Cellar 8. Just Moved 1Wine bar, Australia Residential removal firm, 2Designed by Cornwell Canada 3Design, 2008 Designed by Transformer 4Shades of pen-and-ink Studio, 2009sketching and woozy A back-of-the-envelopeartists at corner tables solution for a no-frillsfor this ‘European-style’ service.wine bar in Sydney’s Ivydevelopment. 9. Lara Gut Professional alpine skier,2. Black Sun SwitzerlandHair care brand, Italy Designed by >moser,Designed by Brunazzi 2010& Associati (Andrea One of Europe’s topBrunazzi), 2004 downhill skiers and a competitor in Super-G3. Blue Gallery races, Lara Gut hasArt gallery, UK wasted no time inDesigned by Atelier launching her own brand:Works (Ian Chilvers), a super ‘G’ and small ‘l’,2000 combined dynamicallyA departure from to suggest ski tracks inthe typical, muted the snow.typographic identitiesof contemporary art 10. Knickelkoppgalleries, this mark Handmade bagsappears in any colour – company, Germanyexcept blue. Art is never Designed by Claudiusobvious, after all. Design (Stefan Claudius), 20074. Design Academy ‘Knickelkopp’ wasEindhoven the name given to theDesign school, owner’s childhoodThe Netherlands drawings of heads by herDesigned by The Stone grandmother, and theTwins (Declan and Garech logo’s rough-around-the-Stone) and DAE students, edges look recalls those2010 early signs of creativity.An abstracted ‘E’ holdsthe academy name,handwritten innumerous versions bystudents, who are alsoinvited to write their ownmessages and slogansin the white bars.5. DukeBand, UKDesigned by Form (PaulWest, Arran Lidgett),2007Tag-style type for ahip-hop/dance act fromGloucester.6. ErskineWebsite designer, UKDesigned by FunnelCreative, 20077. FestlandBand, GermanyDesigned by ClaudiusDesign (Stefan Claudius),2006The covers of all ofFestland’s releasesfeature paintings bythe band’s chief lyricist,who is also a miniaturist.Adorning the artwork, theband logo resembles anartist’s signature.

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It's all in the font. Handwritten 8311. Greenpeace image to emerge from a 12Non-governmental Parisian cafe, the scribble 13environmental was adopted by office 14organization, The after office and ship 15Netherlands (HQ) after ship, and went on toDesigner unknown, early become one of the most1980s recognized pieces ofIn an organization that writing in the world.grew out of the late-1960s West-Coast peace ‘Whenever I see that logomovement to fight the today,’ says Parmentier,might of over-powerful ‘especially in remotepolluting conglomerates, places like Antarctica andresistance was the Amazon, I rememberstrong towards that artist with a pen inadopting something one hand and a beer inas ‘corporate’ as a the other.’logo. In its early years,there was no single, 12. Mellow Mushroomagreed way of writing Restaurant franchise,or visually representing USA‘Greenpeace’. Some Designed by Modeactivists would set the (USA) (John Pietrafesa,word in Times Roman, Maxim Vakhovskiy, Alexwhile others would Westray), 2010simply use whichever Mode replaced the locallyfont came to hand from generated logos andthe Letraset sheets lying type treatments acrossaround the office (or Mellow Mushroom’s 100ship). Some opted for a or so pizza restaurantssymbol: a peace sign, an with a set of loose,ecology icon and a Native informal wordmarksAmerican symbol were that could be appliedall in use. across the chain’s vast menu of collateral andIt was only when merchandise.Greenpeace Internationalwas established in 13. Multilinguathe late 1970s and its Language school, Russiacampaigns started Designed by Transformerhitting the headlines Studio, 2010globally that the Students of English,non-conformity of the German, French andorganization’s publicity Spanish contributedwas finally conceded their own handwriting toto be undermining its create a series of highlycredibility. The question individual wordmarks.of finding a unifyingsymbol or logotype 14. Museum voorbecame a recurring Communicatieagenda item in planning Museum, Themeetings. But whenever Netherlandsthe subject came up Designed by Lava, 2009it usually led to an The Museum forimpassioned – and Communication in Theinconclusive – argument. Hague opened in 2008 to document and showcaseThe issue was finally the developmentsettled one day in Paris of communicationin the early 1980s. technologies. The identityGreenpeace International invites visitors, curators,co-founder Rémi artists and designers toParmentier recalls: ‘We convey different facetswere out of Letraset of the museum in asheets and the local spontaneous way bystationery shop was appending the name of anclosed. A publication exhibition, the museum’sneeded a Greenpeace address or website, theirlogo, so a fellow who had own name, a sign or abeen making posters personal message.and stickers ran aroundthe corner to a bar and 15. thestreethearts.comasked an artist friend to Fashion blogwrite out “Greenpeace” Designed by Heydays,for him. The guy drew 2009quickly with a fat felt-tip Graffiti for a blog thatpen on a beer mat, and documents the creativitythe “graffiti logo” was and fashion sense ofborn.’ By no means the people on the streets offirst globally recognized cities around the world.

84 It's all in the font. Handwritten16. Sweet Little Things 22. yoomee 16Children’s photographer, Digital media provider, UK 17Australia Designed by Peter and 18Designed by Naughtyfish Paul (Paul Reardon, Peter 19(Paul Garbett), 2008 Horridge), 2009Sweet things or Swamp The name (a rebrandingThings? of andymayer.net) and signature-style17. Teppanyaki mark reflect yoomee’sJapanese bar and grill, emphasis on peopleAustralia before technology in itsDesigned by Cornwell work, developing ‘socialDesign, 2008 media for social change’.Painted with a Japanesecalligraphy brush, 23. Moderna Museetthis mark connotes Museum, Swedensomething traditional Designed by Stockholmand hand-prepared; in Design Lab, SWE (Gregerthis case, the cuisine of Ulf Nilson) and Henrikthe teppan hot plate. Nygren Design, 2003 As personal and18. The Open Museum engaging as an artwork,Museum, Israel this signature – providedDesigned by Dan by Robert RauschenbergReisinger, 1985 – is a fittinglyThe Open Museum is an contemporary take onoutdoor exhibit in Kibbutz identity for Sweden’sNegba that tells the story national museum ofof the state’s earliest modern art.days through remnants ofIsrael’s armed struggles. 24. Yde & ToklumIts monogram, like a Fashion design, Denmarkhurriedly daubed mark of Designed by Homeworkdefiance, combines the (Jack Dahl), 2007initials both in English and Two designer signaturesHebrew: ‘O’ and ‘M’; ‘mem’ for the price of one, thisand ‘peh’. marked a collaboration between Ole Yde and19. Mad Cow Cecilie Toklum.Restaurant, AustraliaDesigned by CornwellDesign, 2008A name that evidentlydoesn’t have the sameconnotations in Australiaas it does in the UK. MadCow is based on thetraditional Americansteakhouse and, likeTeppanyaki above, ispart of the Ivy leisuredevelopment in Sydney.20. Werner SobekEngineering & DesignEngineering consultancy,GermanyDesigned by BüroUebele VisuelleKommunikation, 2007For a high-tech structuralengineering consultancywith offices around theworld, a humble signatureserves to represent thefounder’s values andmindset, and lends ananonymous professionalpractice a human face.21. pHuelSkills and leadershipdeveloper, AustraliaDesigned by SML(Kelly Weber, VanessaRyan), 2007

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86 It's all in the font. Outline1. Arc Biennial with each letterArt and design festival, composed of a singleAustralia length.Designed by Inkahoots,2005 9. Blanc Kara Hotel, USA2. AsBuilt Designed by CoastArchitectural practice, (Frederic Vanhorenbeke,Belgium Ingrid Arquin), 2011Designed by Coast Coast lists the reference(Frederic Vanhorenbeke), points for this identity –2010 for a boutique hotelRendering the two in Miami Beach – asletters in outline makes ‘Paris/Art Deco/Marionthis an engaging, Cotillard/White/Varnish/almost architectural, Black/Sun/Timeless’.conjunction of forms.3. UIP 1Architectural practice, 2Japan 3Designed by Ken Miki & 4Associates, 19994. Pacific PlaceLeisure complex,Hong KongDesigned by Mode (UK)(Phil Costin, DarrellGibbons, Filipe Valgode,Richie Clarke), 2009A new identity to markThomas Heatherwick’sregeneration andextension of this retail,residential and officecomplex, originallyopened in 1988.5. Kwaku AlstonPhotographyCelebrity portraiture,USADesigned by de.MO(Giorgio Baravalle), 2008A mark that impliesAlston’s heavyweightphotographer status,but whose reduction toa minimum of lines forreadability ensures nodistraction fromthe pictures.6. Brand New AllianceBrand entertainmentspecialist, AustraliaDesigned by SML(Vanessa Ryan, TaniaFausti), 20077. TukesSafety and chemicalsagency, FinlandDesigned by Hahmo (ErikBertell, Jenni Kuokka,Pekka Piippo, AnttliRaudaskoski), 20108. KayaRope and harnessmanufacturer, TurkeyDesigned by Chermayeff& Geismar, 2009For this maker ofhigh-quality climbingropes and harnesses,Chermayeff & Geismardeveloped a bespoke,rope-inspired typeface,

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88 It's all in the font. Inline and multilinear1. Central School of 7. Bettys 1Speech & Drama French restaurant, 2Drama school, UK Hong Kong 3Designed by Studio8 Designed by North, 2010 4(Matt Willey, Zoë Bather), A traditional French2010 restaurant with anThe Central School English-sounding name,of Speech & Drama dressed in tartan, located(CSSD), part of the in Hong Kong. It seemsUniversity of London, to have its cultural wireshas a star-studded past, crossed, but the Brittanycounting among its region of France has aalumni Laurence Olivier, strong Celtic tradition:Vanessa Redgrave, Judi the word ‘tartan’ isDench, Kathleen Turner, thought to have comeJulie Christie and Harold from the French ‘tiretain’,Pinter. Working with type and the Breton tartanfoundry Dalton Maag, provides the startingStudio8 developed a point for this identity.bespoke typeface named‘Fogerty’ – after the 8. Crown Metropolschool’s founder Elsie Hotel, AustraliaFogerty – that recalls Designed by Fabiotraditional neon-tube-lit Ongarato Designtheatre signs. Its shape (Fabio Ongarato, Danielis based on lettering Peterson, Meg Phillips,in the original sign at Matt Edwards), 2010the Embassy Theatre With an identity whosein London, home of the typography drawsCSSD since 1957. on connotations of sophisticated Art Deco2. The Press establishments ofCoffee and juice bar, USA the 1930s, the CrownDesigned by Mucca Metropol in Melbourne isDesign (Matteo Bologna, Australia’s largest hotel,Andrea Brown, Erica with 658 rooms.Heitman-Ford), 2010 9. Hemtex3. Vivid Research Home textiles retailer,Market research agency, SwedenUK Designed by StockholmDesigned by Studio Design Lab, 2010Special (David Replacing strokes withLovelock), 2010 strands adds depth andAn inline logotype for texture to what wouldan insights company. otherwise be a blandLetterforms based on sans-serif wordmark.the Typ1451 typefaceare modified to do whatall good research does –invite scrutiny.4. RothfieldPrint management,AustraliaDesigned by CornwellDesign, 20095. SurusOnline music platform, UKDesigned by Give Up Art(Stuart Hammersley, MattJenkins), 2010Surus was the last of the37 elephants Hannibal ofCarthage took across theAlps. Its connection toe-commerce fulfilmentis unclear.6. FireWaterFilm editing service, UKDesigned by Give Up Art(Stuart Hammersley),2004Scalextric-inspiredtype for a company thatspecializes in cuttingfootage for motorsportindustry clients.

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90 It's all in the font. Inline and multilinear10. Tricolette Yarns geometric styles and his 10Knitting yarn retailer, UK obsession with detail. 11Designed by KentLyons 12(Shammi Umeria), 2010 17. Parfumerie Leni 13The three strands of Perfumery, Austria‘tricolette’ (a type of Designed by Practiceknitting yarn) weave a + Theory (Andreaswordmark with echoes Pohancenik), 2008of the Woolmark symbol Parfumerie Leni is afor this St John’s Wood Viennese institution,yarn shop. open since the 1940s and steeped in stories.11. FirstCut Studio Its 2008 logo startedMusic composition out as a simple logotypeagency, Australia based on the originalDesigned by Mark neon sign above theGowing Design, 2010 door and evolved intoFirstCut creates music a multilinear design infor film, television, a number of weightstheatre and advertising. and sizes, with more ofIts canvas, the five-line an appeal to youngermusical stave, provides customers.the raw material for itsidentity. 18. The Margarets Band, Norway12. Znips Designed byHair and beauty salon, UK KalleGraphics, 2007Designed by MindDesign, 2009 19. Mark WarnerLocks of hair and custom Tour operator, UKlettering from a 1980s Designed by SomeOnepunk fanzine inspired the (Therese Severinsen,styling of this logo for a Gary Holt), 2008salon in Victoria, London. A logo whose folds and flutterings suggest the13. Haptic ability to ‘be active, andArchitectural practice, at the same time relaxed’.UK The sails of a boat andDesigned by Bob Design towels on the beach,(Mireille Burkhardt, Tom maybe.Green), 2010This young London-based practice puts theemphasis on a shift awayfrom the ‘“optical” to the“haptical”’, while its logoinvites the viewer to getfeely, too.14. Regional ActingStudioDrama workshops,AustraliaDesigned by Inkahoots,2008A spirit of improvisation– and stage setsunder construction? –animates this identityfor the annual season oftouring workshops fromQueensland TheatreCompany.15. Sounds LikeBrisbaneRecord label collective,AustraliaDesigned by Inkahoots,201016. VincenzoHair salon, SwitzerlandDesigned by Hotz &Hotz, 2006A showy logo for aflamboyant hair stylist,Vincenzo D’Adamo, andone intended to displayhis preference for

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92 It's all in the font. Blurred/repeated1. 2 Longwalk three-dimensional – 1Office accommodation something that could 2provider, UK also be said of Made In 3Designed by Blast (Giff, Space, April Greiman’s 4Paul Tunnicliffe, Andy LA studio.Mosley), 2010Following IVG’s 7. SMP Partnersrefurbishment of this Trust and fund5,000 sqm (54,000 sq ft) administrator, UKoffice building at Designed by UffindellStockley Park, a logo of (Nigel Hillier, Garythree overlapping ‘2’s Deardon), 2007represents the building’sphysical evolution. 8. Strum Music workshops, UK2. Blurrr Designed by hat-trickPerformance art festival, (Jim Sutherland, GarethIsrael Howat), 2001Designed by DanAlexander & Co., 1997 9. Über GalleryRendering indistinct Contemporary artthe barriers between gallery, Australiaart and urban public life, Designed by Fabiothe Blurrr Biennial sends Ongarato Design (Fabioaround 20 international Ongarato, Andreaartists out into Tel Aviv to Wilcock, James Lin),perform at different sites. 2004 A wordmark with no3. Coolera, wind & drinks defined edges for aCocktail bar, Spain gallery in MelbourneDesigned by Estudio founded on the notionsDiego Feijóo (Diego of accessibility,Feijóo), 2009 collaboration and ‘artDefinitely shaken, unlimited’.possibly stirred, at thiscocktail bar in Colera, 10. Tatean area of northern Art galleries, UKCatalonia with unusually Designed by Wolff Olins,high winds. 1999 Wolff Olins’ creation4. Double Good of the Tate brand andWindows unification of severalWindow manufacturer, disparate galleryUK experiences – coveringDesigned by Atelier 500 years of British andWorks (Quentin Newark), international art – was2007 based on a set of logosTriple-glazed and that shift in and out ofsuper-airtight, this focus – recognizable butcompany’s windows do in a perpetual state ofdouble good: by saving transformation. This ideaenergy used in heating of dynamism becamethey are good for your part of the attitude thatbank balance and good was, and is, shared byfor the environment. Tate Britain, TateThe logotype conveys Modern, Tate Liverpooldouble-thickness and Tate St Ives.window goodness. 11. Water By Design5. Klar! Water conservationFashion consulting agency, Australiaagency, Denmark Designed byDesigned by Inkahoots, 2009Designbolaget, 2010 A suitably liquid logotypeDanish for ‘It’s clear!’, for an organizationbeing brought into focus. promoting capacity building and water-6. MAK Center sensitive urban design inArt and architecture south-east Queensland.centre, USADesigned by Made InSpace, 2005The MAK Center at theSchindler House in LosAngeles (sister institutionof Vienna’s MAKMuseum) continuallyswitches focus betweenart and architecture, andbetween the two- and

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94 It's all in the font. 3-D1. Altitude Music the property’s gently 1Music production pitched square roof 2company, UK and courtyard as the 3Designed by &Smith, starting point, this 42010 logotype celebrates one of Australia’s most2. Viewpoint important post-warPhotography houses, designed byCommercial photography Robin Boyd in 1967 forservice, UK English mathematicianDesigned by Taxi Studio Dr Michael Baker.(Spencer Buck, RyanWills, Luke Manning), 8. Sorg Architects2007 Architectural practice,A brand mark with depth USAaplenty. Designed by Pentagram (Eddie Opara), 20083. Dutch Uncle A Washington, D.C.-Illustrators’ agency, UK based, mother-and-Designed by 1977 Design daughter-owned(Paul Bailey, Chloe Pillai), architectural studio2005 specializing in USAn agent for a number of embassy buildings,well-known illustrators Sorg asked Eddiefrom around the world, Opara (then at MapDutch Uncle shows its Studio) for an identityplayful side with a mark that wasn’t feminine (orthat puts itself forward, masculine), but focusedbut never further than its on its main themes ofclients’ work. organization, modularity and transformation.4. The Kx The folded forms ofNot-for-profit arts the mark play withpublication, UK perspective, almostDesigned by Practice transforming on the+ Theory (Andreas page, before your eyes.Pohancenik), 2010The Kx is a guide, online 9. House of Propellersand in print, to culture in Exhibition space, UKand around the King’s Designed by Hyperkit,Cross area of London. 2009A lighter weight is With a name and anused in the magazine’s engraved-lettering-stylemasthead. logotype that suggest a peculiar old specialist5. MONU shop that never seemsEvent venue, Singapore to be open, House ofDesigned by &Larry Propellers is anything(Larry Peh, Adora Tan), but. Rather, it is a space2010 hosting quick-changeMONU, a huge exhibitions by artists andcontemporary events designers, open to all.space within a strikingWOHA-designed building 10. Infinite Sumin downtown Singapore, Design andcalls itself a ‘spatial manufacturingcanvas’. The paint spatter consultancy, USApattern on the logo’s Designed by Thirst (Rickletterforms allude to the Valicenti), 2010creative possibilities the The bottom (straight) linespace offers. is the shortest distance between two points in6. Future Designs this typically angularBespoke lighting systems Rick Valicenti-designedprovider, UK wordmark.Designed by DowlingDuncan (John Dowling, 11. Trinity LabanRob Duncan), 2004 Conservatoire of MusicA game of shadows in and Dancethis mark for a designer Music and contemporaryof lights and lighting dance school, UKsystems. Designed by Johnson Banks, 20107. Boyd Baker HouseHistoric property,AustraliaDesigned by Design ByPidgeon (David Pidgeon),2007Taking an aerial view of

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It's all in the font. 3-D 9712. RoTo Architects significantly, the identity 13Architectural practice, conjured up ideas of 14USA space, planes and a 15Designed by Made In concern with the division 16Space, 2000 of space. The repeatedThe 3-D logotype is ‘o’ creates a progressionvery much the territory within the logo, likeof April Greiman, a that seen in a buildingdesigner who trained in facade. Equally effectiveSwitzerland at the highly in print and digitalinfluential Schule für applications, it achievesGestaltung Basel. She an unconventionalwent on to pioneer the 3-D quality that manyapplication of early Apple architects’ identitiesMacintosh computers would love to emulate.and software in graphicdesign, exploring the 13. Briffa Phillipsextra dimension they Architectural practice,brought to this previously UKflat world. Designed by Hand, 2009 Architectural elementsGreiman saw the new twisted and fused todigital technology as form a monogram ofthe key to a release of lower-case initials andcreativity and to greater an impossible, Escher-subjectivity in design. like structure. The‘Design must seduce, ‘unbuildability’ of the logoshape and, perhaps most was well received.importantly, evoke anemotional response,’ 14. Asia Pacific Interiorshe has said. She once Design Awardsexhorted designers to Awards scheme,‘think with the heart’ Hong Kongwith a poster for Design Designed by Tommy LiQuarterly magazine Design Workshop, 2010featuring a life-size nude More apparentlyself-portrait overlaid with impossible structuresitems and statements of in this wordmark, whichpersonal significance. uses small cubes in different arrangementsHer work in print and to convey the theme ofvideo helped to inspire ‘Shape your space’.something of a digitaldesign revolution in the 15. Peter Freedearly 1990s, opening the Advertising and editorialdoor to new, intuitive photographer, USAforms of composition Designed by C&Gwith image, type and Partners (Steffspace for a generation of Geissbuhler), 2006younger designers. Sincethat time, Greiman has 16. Tickety Booconsistently challenged Environmentalthe traditional consultancy, UKboundaries between Designed by Elmwooddisciplines, and in (Steve Shaw), 2010particular between Tickety Boo advisesdesign, art and clients on how to reducearchitecture. waste by avoiding shoddy product design,Her identity for excessive packagingRoTo Architects, the and inefficient services.practice of architect Its brand announces(and husband) Michael its presence throughRotondi, is a highlight a distinct absence ofof Greiman’s work in substance.the field of branding. Ithad a modest objective:to bring to the fore thecorrect spelling of thearchitect’s surname,which was frequentlymisspelt as ‘Rotundi’.(A rotunda is a round,domed classical building– about as far as it ispossible to get from theangular, postmodernstructures Rotondi isknown for.) Note theunderline of the ‘o’. More

98 It's all in the font. Retro1. 45 Park Lane A bespoke contemporary 1Hotel, UK furniture and joinery 2Designed by &Smith, 2010 service with an identity 3A five-star London hotel that’s more 1930s than 4whose identity and decor 2010s.hark back to an Art-Decoheyday of glamour and 8. NL-Ruhrexclusivity. Arts festival, The Netherlands2. 64 Knightsbridge Designed by Lava, 2010Office accommodation A cultural festivalprovider, UK involving Dutch artistsDesigned by GBH, 2001 and performers touringMore Art Deco just down the Ruhr area of Germanythe road from Park Lane, to celebrate the region’sin these luxury serviced spell as European Capitaloffices behind the of Culture, used as itsGeorgian facade of the banner a logo basedformer Danish Club. on the Dutch number plate – a common sight3. Gott’s Roadside in the Ruhr, apparently,Restaurant, USA on Dutch cars towingDesigned by Elixir Design caravans.(Jennifer Jerde, NathanDurrant, Scott Hesselink), 9.Vinifiti2010 Wine importer, CzechThis family-run, Bay Area Republiceatery was previously Designed by Tomanthe well-loved Taylor’s Graphic Design (JiriAutomatic Refresher, and Toman), 2008reopened with an identitythat pays homage to 10. Naturopathica1950s burger-stand Skin and beauty brand,vernacular. USA Designed by Elixir Design4. bFelix (Jennifer Jerde, ScottFurniture manufacturer, Hesselink), 2009Hong Kong A rebrand that involvedDesigned by gardens&co developing a more(Wilson Tang, Jeffrey asymmetric andTam), 2008 rectilinear replacementA strong Art-Deco for Naturopathica’ssensibility in this identity previous arched logo (tofor a maker of 1920s- and fit a new packaging style),1930s-style European while still evoking thefurniture. old brand’s apothecary foundations.5. Joe and Co.Hair salon, UK 11. On PedderDesigned by Hyperkit, Fashion accessories2010 provider, Hong KongTraditional barbershop Designed by Fabiopatterns – red-and- Ongarato Design, 2006white striped poles and Shades of 1970sblack-and-white checked designer labelslino floors – come to (and earrings) in themind in the geometric contrast between theletterforms of this logo long ascenders andfor a retro salon in Soho, descenders and theLondon. generous loops of the ‘O’ and ‘n’.6. The EdisonOffice development, UK 12. JerdeDesigned by Mode (UK) Architectural practice,(Phil Costin, Darrell USAGibbons, Filipe Valgode), Designed by Elixir Design2010 (Jennifer Jerde, NathanA contemporary Durrant), 2003interpretation of Art Deco For the former Jerdeto reflect the origins of Partnership, a banknote-this refurbished office style font was chosenbuilding in London’s as the appropriate wayMarylebone district, to reflect the financialwith interior detailing by returns generatedarchitect David Adjaye. by its work in urban revitalization schemes7. Mint Furniture and large-scale mixed-Furniture brand, UK use developments.Designed by Loovvool(Hannes Unt), 2010

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