When we asked talented Mr Krysztoff Dorion (more of his work here) to build our logo, little did we know that it will be rooted in one of the ideas that changed graphic design.

That idea was of found typography, and the most direct influence on this is the Alphabet with Tools (1977), by Mervyn Kurlansky (a still active graphic designer in education – you can visit his website here), who takes everyday objects found in homes and workshops and transforms them into the letters of the Western alphabet. But the idea is even older, as it can be seen in A. de Balmes’ Grammatica hebraea, 1523:

or even more absurd in Stefan Sagmeister ‘s Having Guts Always Works Out For Me, 2007:

and finally simple enough in Jeffrey Tribe’s Hooks Alphabet, 2008:

True to the fact that logos “converge into a cohesive meditation on the fundamental mechanism of graphic design — to draw a narrative with a point of view, and then construct that narrative through the design process and experience” (100 ideas that changed graphic design), Krysztoff built the logo using “tools” that can be found on our website, or that are inspired by our website. A classic watch, a roll of film from a camera, fountain pen or a balance, all can be found in gifts such as Gentleman’s box of goodies, Write and moustache, Time to travel kit or the red Konica Pop. And if not to be found in our gifts on the website, they are part of the attire of our dandy customers: umbrellas to be used as walking sticks, a tie, and why not, even a trombone. Just imagine… you own private party entertaining guests from the lead of your brass band.

It must be true that graphic designers see letters in all the shapes around us…