Accompany exhibit geometric playfulness in their typographically-led identity for Welsh + Major
Found in Sydney, urban designers and architecture practice Welsh + Major are known for their subversion of expectation, tapping into concept, emotion and purpose on the projects they produce. Seeing the opportunity to develop an enlivening and similarly unexpected identity to convey as much, Sydney-based design studio Accompany have worked with Welsh + Major on a complete rebrand of their practice.
In a charming exhibition of the relationship between geometry and playful forms, Accompany have crafted a responsive, adaptable and fluctuating typographic identity that reflects not only the work of Welsh + Major but also the sincerity behind their practice. Across both printed matter and digital content, this is most prominently exhibited within the studio’s monogram, a variable graphic that can be as playful and as pragmatic as is required given its application.
“The symbol is completely bespoke,” Design Director Elizaveta Pogossov explains, creating a logo that captures a mixture of Welsh + Major’s gaiety as well as their structural, modernist mindset. “We filled our studio walls with ‘W’ and ‘M’ forms in our exploration until we finally landed on the chosen mark,” Pogossov recalls, “and of course we couldn’t ignore the typographic gift of the reflection in the ‘W’ and ‘M’ letterforms!”
Accompanying Accompany’s bespoke monograms is a stellar combination of typefaces, utilising the heritage and sense of establishment of Luzi Type’s Nantes and the boldness of Optimo’s Theinhardt to create a typographic world flexible enough to handle the necessary change between professionalism and good nature within Welsh + Major’s work.
“W+M create a beautiful balance between the old and the new,” Pogossov tells us, finding the sweet spot between being expressive and practical not only in their type choice but similarly in their graphic execution. “We wanted the typography to reflect this,” she adds, noting the “sense of flow and organicness” of Nantes and the “highly functional” quality of Theinhardt. “Together,” Pogossov concludes, “you have a perfect balance of function and expression.”