Addition, a new Australian digital development group, recently commissioned graphic design studio Thought Assembly - formally Studio Verse, the agency behind Addition director Zann St Pierre’s personal logo-mark – to develop a visual identity and stationery solution.
Based around a generously spaced logo-type built from consistent, single line weight sans-serif characters with unusual cuts and omissions – an abstraction that leaves room for ‘addition’ – delivers a proprietary twist to a familiar neutrality with a underlying sense of construction that alongside a grid detail, could form the basis of something a little more expansive in the future. A neat triplex business card made from a tactile, uncoated, navy blue material choice with a white through the centre and a blind emboss, tempers the ‘unfinished’ and conceptual nature of the logo-type with a corporate professionalism and the technological subtlety of an electric blue print treatment on the reverse.
Madeleine Blanchfield is a Sydney-based architectural firm described by A Friend Of Mine, the design studio behind their new identity, as having a tactile and understated approach with an appreciation of light and detail. Qualities reflected through the subtle but tactile combination of material, print finish and ample space across the firm’s stationery.
Design agency Essen have recently completed a packaging and rebranding project for TANGENTGC, a Stockholm-based company committed to the development of organic garment and shoe care products that aim to ensure longevity. Their design solution – a simple, utilitarian, monochromatic typographical approach – delivers a sense of information purity through the rejection of superfluous language or superficial graphic detail and choosing to divide content only by the uppercase and lowercase typesetting of a neutral sans-serif. A subtle combination that works quite well to convey a collective brand practicality and researched effectiveness, and the open and honest use of natural ingredients in each product – appropriately placed at the centre of each label.
Tin Can is a Dutch production company that specialises in the ‘development and production of formats in the field of television, branding, online and events’. This on-screen and environmental multi-disciplinary ‘bridge’ is reflected through an identity solution, created by editorial and visual identity design studio COOEE., that pairs a simple sans serif logo-type with four horizontal lines which move across and consistently wrap both digital and physical surfaces.
Musical Theatre Network is a London-based organisation created to support and champion the development of new British musical theatre. The organisation’s visual identity, created by brand and design agency Glad, ‘expresses the essence of the network; connecting individuals or groups to create something new and exciting’ through an identity solution that cleverly leverages the length of the name to build a series of simple but communicative anagrams. These are appropriately drawn from a grid-structured sans-serif logo-type built from wide and slim humanist, geometric letterforms, consistent diagonals, a contemporary single line weight and square terminals – similar to 19th century London transport signage achieving a sense pure information and communication which resonates well with theatrical expression – contained within a blackboard reminiscent of classic illuminated theatre and cinema hoardings. The result delivers conceptual and expanding richness with subtle modernistic sensibilities through smart observation and a visually straightforward combination of letter-forms.
Renata Noronha Cossio is a Brazilian-based provider of ‘sworn’ Portuguese, French and English translation services that cover official documents such as birth, marriage and academic certificates, passports and residential permits. Her visual identity, developed by creative design agency Studio Constantine, is a really interesting and unusual diagrammatic interpretation of a classic monogrammatic presentation of personal service. Its combination of fine line work, arrows, light geometric type, use of space and complete three-point structure conveys a closed system privacy, a full service proposition that brings together Renta’s linguistic experience of three languages and a technicality that implies a high level of ability.
The expanding and contracting application of the identity across the stationery and website introduces both a graphic and metaphorical flexibility while a bright yellow spot – its gradation delivering a sense of transition that resonates well with the theme of translation - across a cool concrete grey uncoated substrate achieves a distinctive, urban and contemporary sensibility.
The result is a smart contrast of individuality, energy and transition alongside practical experience, authority, reliability and a structured approach, executed with an appropriate restraint.
City Gallery is a non-collecting exhibition-based public gallery established in 1980, located on Wellington’s Civic Square and dedicated to contemporary visual arts, architecture and design. The gallery’s visual identity, created by Designworks, draws together the multifarious nature of its content through a simple bold logo-type and single image combination that replaces a previously eclectic and inconsistent solution with one easy to manage.
Gorilla is a production house considered to be Wales’ largest provider of editing, mixing, grading and vfx services to the broadcast market. Gorilla recently underwent a brand identity transformation led by Cardiff-based Smörgåsborg, a firm that specializes in branding, strategy, and art-direction.
Guest Opinion written by Anthony Lane
Modhouse is an Australian design and building firm that specialises in sustainability, modular construction techniques and interior design. The company’s visual identity, created by holistic design studio A Friend Of Mine, visualises their specialist approach with a set of elemental and geometric containers, bold sans serif typography and a colour palette that juxtaposes bright creative colours with warm architectural greys.