Opinion by Richard Baird
Freadman White is a Melbourne-based architectural practice, led by Ilana Freadman and Michael White, that seeks to embed a curiosity-driven and experientially charged tension into their architectural work, reveal beauty in simple and overlooked settings, and design contextually informed structures with a disciplined whimsy. Further, rather than responding literally to physical surroundings, the practice develops spaces that are visually intriguing, emotionally resonant, sensorial and textural “informed by memories of place and the achievements of modern architecture”. These notions emerge from a mandate that intends to make positive contributions to individual lives and the wider urban project. To express the nuances and enquiries embedded in the practice and a personality that is whimsical, curious, warm, thoughtful and uncompromising Studio Hi Ho—commissioned by Freadman White to develop a new brand identity—worked with typographer Dennis Grauel to create ‘Frisky Freadman’, a custom typeface and a convivial interpretation of the classic typeface Ionic.
This first edition of LogoArchive in print was conceived, designed and sent to the printers for quotation within a day. It was inspired by a panel discussion that took place the day before at Somerset House as part of the exhibition Print! Tearing It Up.
This first issue was a compact 10 pages printed on Colorplan Ebony 135gsm with five passes of white and finished with black staples, it was a small first step that was the foundation of a series of 5 numbered issues and an ExtraIssue from CanadaModern. It was the first printed piece to fall under BP&O’s new publishing platform.
LogoArchive Issue 1 sold out in two days, and was followed by three three other sellouts. The series has been kindly been featured on Dezeen, It’s Nice That, Brand New, Creative Boom, LogoDesignLove and Design Week, and has been featured in the April 2019 issue of Computer Arts Magazine.
With a desire to continue to push the zine forward, explore new concepts, themes and material options as well as insert configurations, LogoArchive Issue 1 has a limited re-issue of 200 copies. These can also be purchased with LogoArchive Issue 5 here.
The technical limitations of the mid-century—the need for a steady hand and a precise mind for mechanical reproduction—demanded that an exceptional level of care and creativity be given over to shape and space, association and perception. These considerations created a rich corporate and consumer form language and range of graphic techniques. These have been partly marginalised, usurped by modern print and display technologies. They do remain as useful reference points in which to help create an effective symbol today, one that works well in a black or white, can be used with vibrant inks, seductive materials and eye-catching finishes as well as being displayed in motion on ever more diverse screens types. With this in mind, LogoArchive returns with an issue dedicated to some of the techniques of mid-century symbol-making. Visit our shop here.