We Are Tonic, formerly McDonnell Haynes, is a Toronto based advertising agency with an ‘innovative approach to solving business problems by harnessing the brainpower of an “idea collective”’. Independent design agency Blok was commissioned to develop We Are Tonic’s visual identity, following the name change, that would reflect the company’s repositioning as a big agency alternative. Blok’s solution delivers an interesting contrast between a fairly neutral but slightly technical and contemporary brick-red logo-type built from tall, broadly spaced single line weight characters and underline detail alongside an unusual mix of organic, personal, and mechanical illustrative stamp-based detail set across a distinctive craft-like pastel, purple and cream colour palette, uncoated material choices, stickers and notepads. It is a solution that firmly establishes professionalism and practicality as the foundation but surrounds it with an individual quirkiness and creative personality that resonates well with the slightly abstract name.
Karina Lax is a freelance fashion, music and editorial photographer and part owner of Richmond Pictures. Her visual identity, designed by Manchester based creative partnership Teacake, utilises a simple but elegant KL monogram set against a vivid and cool grey colour palette to capture and visualise a creative yet professional personality.
Launched in 2006 Little Black Book is a printed guide for the advertising industry to share new ideas and was brought on-line in 2009 with the inclusion of new features such as e-newsletters, job boards and show reels. This year sees the launch of a new visual identity, created by Glasgow based interdisciplinary design agency Berg, which takes a simple and literal visual approach to frame a broad variety of content.