The Brand Identity

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Praline and Thames & Hudson combine to celebrate the legacy of Central Saint Martins

London-based agency Praline worked with publisher Thames & Hudson on the design of a book celebrating Central Saint Martins and its place as one of the most influential fashion courses in the world. The school has produced a spree of iconic designers through its bold and anti-conventionalist approach including Stella McCartney, Riccardo Tisci, John Galliano and the late Alexander McQueen.

The authors, Cally and Hywel, requested that the book included lots of imagery – this shaped the way Praline approached the design. The sheer volume of content is accommodated by a cut-and-shut magazine-like approach, in which text columns are pushed out of the way as a barrage of images impose themselves on each spread. To reflect the edgy nature of the school, Praline found and customised an open-source typeface and loosely hand-drew type for the cover to express urgent energy. Instead of trying to be a pretty piece of coffee table decoration, the book aims to be a well-thumbed reference book for aspiring fashion students.

One hundred copies of the book have been customised by Central Saint Martins alumni including Giles Deacon, Gareth Pugh and Simone Rocha, and will be available exclusively at Dover Street Market.

Typefaces: Sporting Grotesque by Velvetyne / Courier Prime

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