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Willow Tree designed by Bunch

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Logo and stationery design by Bunch for business consultancy Willow Tree

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.

Logo design by Bunch for business consultancy Willow Tree

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.

Logo design by Bunch for business consultancy Willow Tree

Logo, stationery and notepad with purple textile cover designed by Bunch for business consultancy Willow Tree

Logo and stationery design by Bunch for business consultancy Willow Tree

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Logo and stationery design by Bunch for business consultancy Willow Tree

Logo and stationery with leather emboss cover design by Bunch for business consultancy Willow Tree

Logo, stationery and notepad with purple textile cover designed by Bunch for business consultancy Willow Tree

Monogram and compliment slip designed by Bunch for business consultancy Willow Tree

Monogram and envelope design by Bunch for business consultancy Willow Tree

Monogram and envelope design by Bunch for business consultancy Willow Tree

Logo and ceramics design by Bunch for business consultancy Willow Tree

Logo and notebook with purple textile emboss cover designed by Bunch for business consultancy Willow Tree

Notebook with purple textile and embossed monogram cover designed by Bunch for business consultancy Willow Tree

Logotype and notepad designed by Bunch for business consultancy Willow Tree

Notepad with purple textile and black leather covers designed by Bunch for business consultancy Willow Tree

Logo and website designed by Bunch for business consultancy Willow Tree

Logo and website designed by Bunch for business consultancy Willow Tree

More brand identity work by Bunch:

Logo - Cerovski  Logo - Fogg  Logo - Ogopogo

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  • BillysEye

    Great Article Richard!!!

    • http://wwww.bpando.org/ Richard Baird

      Thanks.