According to creative director Tony Brook, “the idea came from the thought that the first physical articulation of a design, whatever the discipline and technology, is often a humble line. The journey the line takes is up to the designer.”
The approach covers the identity of the Shop, its range of products and in-store environmental graphics, shopping bags, stationery, labels and tape. “The line, as a symbol for design, runs centrally through the core of the Shop’s identity,” says Brook.
The work replaces the identity design system created for the DM Shop by Build in 2007, which featured a more prominent type treatment and a recurring bird character design (shown below).
Spin’s identity refers back to the main Design Museum logotype, originally created for the organisation by Graphic Thought Facility in 2003, complementing the existing typography with “+SHOP”.
Read our Opinion piece on why the Design Museum Shop identity represents graphic design in microcosm here
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