An Oblique Approach

Building on their work for last year’s Design Miami event, MadeThought have created all the printed promotional materials for Design Miami/Basel, the “forum for collecting, exhibiting, discussing and creating design” which takes place in Basel in June

The disparate elements are tied together by means of a diagonal line which takes various forms in the printed material, from paper cuts to folds. “The identity employs a simple angled line as a device not only to denote the specific event location, but also as a visual mechanism to translate into a multitude of ideas, formats and processes,” explains MadeThought’s Ben Parker. “Using a clean, restrained approach to typography, the line acts as the expressive and often bold element, allowing its application to be playful and inventive,” he continues.

“Designing for such a visually-literate audience allowed us the opportunity to be challenging and sometimes quirky and unexpected with the identity,” Parker explains.

 

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Detail from the cover of A Clockwork Orange by Anthony Burgess.
Cover by David Pelham (1972)
As part of Penguin Books’ 70th anniversary celebrations in 2005, a study day was held at the V&A that brought together distinguished Penguin designers, art directors and typographers John Miles, Romek Marber, Jerry Cinamon, Derek Birdsall, David Pelham and Jim Stoddart. The intention was to examine the changing attitudes to cover design over some five of the seven decades in which Penguin has been the world’s best known and best loved publisher. The talks, and some 250 cover illustrations, have subsequently been turned into a paperback, Penguin by Designers, and we present an exclusive extract from the book here on CRBlog: the full transcript of the talk given by designer David Pelham who started at Penguin in 1968.

Senior Creative Designer

Monddi Design Agency

Head of Digital Content

Red Sofa London