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Words
Elliott MoodySPIN
Spin is a London based design studio who have been working in fields such as branding, digital and environment for over 20 years. We spoke to their Founder and Creative Director Tony Brook about a few of their recent projects.
EM How has your studio evolved since you started?
TB We’ve grown massively in confidence and ability. Our expectations of what we can deliver for every commission is sky-high. We have a relatively small team, but everyone in the studio has a positive ‘can do’ attitude.
The introduction of the 3rd dimension was for us and the UCA, a natural next step.
EM Why did you decide to introduce 3 dimensional aspects for Phase Two of the UCA identity?
TB UCA, for those who don’t know, is The University of the Creative Arts. If ever a client required an identity that has creativity as an essential building block, then it is the UCA, it is to their eternal credit that they understood and embraced this. The language continues to evolve and innovate each year. The introduction of the 3rd dimension was for us and the UCA, a natural next step. Symbolising, as it does, their approach to education.
An identity, if built around an intelligent visual language, should be a living breathing thing.
EM What is the thought behind inverting the V’s in the Corps Reviver logotype, and then using them as a graphic device?
TB It was born out of the simple idea that arrows facing upwards suggest a positive ‘up’. A ‘Corps Reviver’ is a type of cocktail that is meant to give you a lift after a heavy night, when you feel like death and the logo, mark and visual language reflect this.
EM Does every brand need to have a flexible identity system, or is a strong logo sometimes enough?
TB In today's world a logo (even a strong one) without the support of an extended visual language won’t cut it. An identity, if built around an intelligent visual language, should be a living breathing thing, fluid and responsive, and yet, always unique and recognisable. In the right hands an identity is endlessly malleable, playful and adaptable thing.
EM Why are the l’s slanted in the Collect logotype?
TB Again, a simple idea: a collection has to be more than one thing. So the word Collect has a collection of l’s and we wanted to emphasise that.
EM What could you not live without in the studio?
TB Pen and paper.
EM What qualities do you look for in a new designer?
TB Talent, emotional honesty, a sense of joy, commitment, a lack of ego, someone who wants to work with us and contribute.
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