National Theatre, London, designed in 1974 by Ian Dennis while at FHK Henrion’s London studio. The slight tweak of the stencil to combine the N and T is a lovely visual trick that stood the test of time.
Canada Snowboard, designed in 2017 by Hulse & Durrell. So simple — turn the Canadian maple leaf upside down to form a snow-covered peak, and enclose it in a black diamond to represent “the most badass run on the mountain.”
Amnesty International, by the late Amnesty member and artist Diana Redhouse. Barbed wire for hopelessness, countered by the burning candle for hope. An ideal representation of what the brand is about.
A. G. Low Construction, by Rebecca Low (a student at the time). A simple mark that integrates negative space for a visual play on floor plans.
Talk, by Morvil. Logos using speech marks can be found everywhere, so it’s a tough one to get right. The cleverness here is how it looks like two people talking, and then there’s the smile in the negative space.
Garden Lighting Company, by The Chase. Depending on where a logo will be seen, the execution doesn’t always need to be minimal in appearance, as with this flower / light-shade combination that immediately made me smile. The flower’s interchangeable, too, for some design flexibility.
If you push your ideas that little bit further, or turn a thing upside down, or flip a letter back to front, you’ll find that mark that was just waiting to be discovered — something so obvious it makes our work look much easier than it often is.