The brand name clearly implies heritage but the logo-type execution is very contemporary, together these form a smart visual analogy of Emily’s work. The underlines tie it subtly to the past while adding a more weight to the 1 and 2 balancing these against the heavier forms of the 8′s. The stacked and vertical lock-up marks it out as slightly more unusual and suitably characterises the tall and distinctive lights in Emily’s new range. The black and white application of the identity across the printed collaterals neatly draws on the aspects of light and dark while the fine lines, modern type and linear layouts continue the theme of a modern take on classic detail. The uncoated substrate and white foil finishes give it a tactile and contrasting reflective/unreflective quality similar to both glazed and unglazed ceramics adding further depth to the brand.