Logo and Branding: Plenty

Plenty is a London-based web development studio, established by Nate VanderEnde, that has worked with a range of clients including ITV (Freemantle Media Group), Lurpak, Cravendale, Budweiser and Virgin Galactic. Plenty’s identity, created by Johanna Lundberg and Elin Svensson of independent design agency Åh, is an unusual but distinctive fusion of a stamp and material based craft aesthetic set alongside a contemporary, geometric and technological logo-type.

The consistent line-weight and square terminals of the logo-type deliver a solid technological quality that has been given a subtle sense of individuality through the use of a quirky slab-serif and swash detail across the L, a single diagonal cut across the T and plenty of spacing between characters. A stamp based print treatment, salmon pink board and non-format approach to the collaterals build on the typographical flourishes of the logo-type and adds an art and craft-like quality that conveys creativity with a playful informality.

It is technology delivered with a humanist touch that manages to make Plenty appear unique, creative, professional and personal within a visually conventional industry.

Visit the BP&O Logo Gallery for a chronological guide to all the identities reviewed on BP&O.

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Richard Baird Richard is a British freelance designer and writer who specialises in the development of logos, branding and packaging. He has written for Brand New and Design Week, is an editor for The Dieline, has featured in Computer Arts magazine and also runs the resource Design Survival. Follow:     |     Twitter     |     Facebook     |     Portfolio     |     Contact