Willow Tree designed by BunchPosted: June 26, 2013
Willow Tree, describe as London’s leading business consultancy, recently commissioned design agency Bunch to develop a new but traditional looking visual identity with an attention to detail evident throughout their stationery. Based around a WT monogram, created by typographer Spencer Charles, and executed as a mix of embosses, carved in seals and simulated watermarks—achieved with an oil-based ink—across purple cloth, black leather, cream paper and handmade coffee pottery, the solution embraces a crafted sensibility alongside a more contemporary use of space and type.
While this project is clearly far more about high quality material choices and print finishes than graphic design, the mark functions well as a distinctive, well illustrated and uniting element that appropriately utilises the traditional crafted origins of the monogram to convey a more personal and individualised business practice. The relationship between the two letters, their cuts—creating a sense of entanglement—old style serifs, roundel and stipple fill have a solid period authenticity that is well enhanced by the use of cloth and leather bound notebooks and what Bunch describe as a slightly structured Fedrigoni Sirio Color Sabbia paperstock. These choices manage to convey a sense of experience and heritage without becoming old-fashioned through the use of ample space and the small and over-sized applications of the monogram.
A well-spaced uppercase sans-serif logotype introduces an authority and a subtle, contrasting, corporate efficiency to the monogram through its single line weight and geometry, whilst retaining a hint of the traditional in its blend of slim and broad characters and the low bar of the R.
The solution feels distinctly reductionist with each element having both an individually clear and culminative communicative value that manages to balance contemporary and retrospective references that avoid appearing contradictory.
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