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Addition by Thought Assembly

Opinion by Richard Baird Posted 26 March 2013

Logo and embossed business card design by Thought Assembly for Addition

Addition is a new Australian digital development group who recently commissioned graphic design studio Thought Assembly—formally Studio Verse, the agency behind Addition director Zann St Pierre’s personal logo-mark reviewed on BP&O back in 2011—to develop a visual identity and business card 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’—the logotype delivers a proprietary twist to a familiar neutrality with a underlying sense of construction that, alongside the finer technicality of 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 centre and a blind emboss, tempers the ‘unfinished’ and conceptual nature of the logotype with a corporate professionalism and the technological subtlety of an electric blue print treatment on the reverse.

Logo design by Thought Assembly for Addition Logo design by Thought Assembly for Addition Logotype and embossed business card design by Thought Assembly for Addition Logotype as a blind emboss detail created by Thought Assembly for Addition Logo and embossed business card design by Thought Assembly for Addition Logo and blind embossed triplex business card design by Thought Assembly for Addition Letterhead reverse design by Thought Assembly for Addition