Sometimes the hardest part of graphic design isn’t knowing how to draw a new logo, it’s knowing how to draw the weight of time.
Some redesigns are a revolution. Some are evolution.
I recently got the shout to collaborate with the legends at @whamcreate to modernise the identity for @aswatsongroup_corp , the largest international health and beauty retailer. When a brand has been around since 1828, it’s not “just a small update”, it’s designing under 180 years of pressure 😬
We kept the heritage, killed the clutter, and built something ready for the next century.
Stoked on how this turned out. Big love to @whamcreate for the collaboration and the trust. 🤝
🔈 2face by Kutoff & Classe Beats
#graphicdesign #logo #branding #typography
This has probably been my most discussed video of the year.
And judging by the comments, a lot of people confuse that with delivering a full brand identity on a logo-only budget.
That’s not what this is.
So let me make this very clear.
You’re not designing final applications. You’re quickly visualising the logo in context.
That part is crucial, because many clients struggle to imagine how a logo actually lives in the real world.
Two things happen when you do this:
– They’re far more likely to approve the logo.
– They’re more likely to come back for additional work, because they see professionalism.
Think of it as a design hack. It removes unnecessary doubts around printability, usage, and “what ifs”.
The real visual identity work only starts once the budget is approved and the deliverables are agreed.
Always has. Always will.
#graphicdesign #logo #typography
Tons of you were asking for a tutorial on the ASCII designs from my last vid. It’s actually bare straightforward, even if you want total control over the pixel shape. Here’s how I’ve done it:
- Make whatever shape you like and export it as an SVG.
- Get gen ai to spit out a single HTML code for you (or just find one… people have sent me dozens of tools that do similar thing… comment here and I’ll send you links).
- You want a dithering filter that swaps your highlights, midtones, and shadows for your custom shapes or colours. Yeah no more manual work fellas.
- It might look a bit meh at first, but spend 15 mins tweaking it and you’ll be blown away.
- You can add things like webcam support, emoji or ASCII text instead of a pixel, grid spacing and many other things.
Once you’ve got the shape, colour, and size on lock, you can basically design anything. For me the next step would be finding a way to replacing a pixel with a full-colour image or video 😱
🔈 Wekomundo by @makotosanmusic
🅰️ NaN Metrify C & NaN Tragedy by @nan_xyz
🅱️ ABC Diatype by @abcdinamo
#graphicdesign #lettering #typography #ascii
When I was a kid, mobile phones were just starting to appear and the only pixel-based imagery I could create was a two-frame animation made of dots and dashes in a text message on my Nokia 5110.
To be honest I only wanted that phone so I could design inappropriate animations to send to my mates during the most boring classes.
Little did I know then that I’d grow up to be a pixel pusher. I never imagined this tech would evolve so far beyond recognition, becoming the building block for everything we see, even by reinventing the pixel itself.
Fonts:
Tobias by @xyz_displaay
NaN Tragedy Display Mono & NaN Serf A Display by @nan_xyz
Icons by @nounproject �Meat by Thuy Nguyen
Owl by Pinky
Cat and snake by Kim Sun Young
Cheese by Visual Language
🔈 Lost in the Moment by @i.am.vayu
#graphicdesign #typography #branding #ascii
One of the redesign challenges came from @ruckusfilms They came with the classic “can you update the look but keep the concept and we like the colours too” 😮💨
Those who know Ruckus, know they’re all about witty, unconventional filmmaking with pure playful approach and loads of life.
I offered to bin the literal bolt icon and breathe some life into it through the type instead. The concept came through in the split rectangles, mimicking the energy of the bolt to create a simplified, typography-first look that kept the ‘90s skater grit they were after.
Done and dusted⚡️Thanks for the trust gang 🙌
Animation concept @_james_ronan
Fonts: NaN Metrify by @nan_xyz
#graphicdesign #typography #lettering #branding #logo
When a logo gets redesigned, everyone on the internet suddenly becomes an expert. Instagram is flooded with “fixed it” concepts. The reality is that 99% of the actual work stays hidden. You have to navigate the budget, the legacy, the stakeholders, and the “no-go” zones. This is where the real job is.
I want to open the doors on one such case. When you are redesigning for a customer whose great-great-grandmother used the same bottle, you have to shoot from the hip first.
We explored five directions for AS Watson’s symbol. These ranged from a light touch to a total stylistic overhaul.
We put the logo on what we called the “modernisation scale”, which is pushing the mark from illustrative to graphic and finally into a purely iconic design. The goal was to see how far we could stretch the brand for the future, while solving technical issues along the way. Burberry for example, did a wonderful clean-up in this approach.
The real work was hearing the brand’s vision. We had to figure out what was sacred and what was just noise. We had to show them the map of where they could actually go.
Beyond the main mark, I built a three-logo system from a maximalist version with all the details for packaging to a hyper-refined geometric distillation for things like favicons.
So yeah, if next time you run to criticising the new Jaguar or Pepsi logo, just ask yourself what was the actual brief like?✌️
Tell me your fave.
Agency @whamcreate
Client @aswatsongroup_corp
🔈 Eternal by @saintplaudo
#graphicdesign #logo #branding
Giving the office a little personality transplant 7 posters, 1 happy greeting, and a whole lot of jazz for @heyhumanagency Which one’s your favourite?
🅰️ Anchors ‘hi’ poster is using Goji by @typeverything
🔈 Parity by Supertask
#lettering #typography #graphicdesign
“How do you make old look cool?” people ask me. They call it “future medieval,” but I call it “old but new”.
In an era of 5 second attention spans we’ve traded intricate craft for quick and easy. But graphic design doesn’t have to be boring to be fast. As a massive fan of vintage typography, I’ve always been drawn to complex art, you can find my stuff on @victoriantype or Behance. But the problem is that if you stick to the traditional rules, it’s doomed to look traditional and take tons of time to create.
1️⃣ So my move is reimagining Victorian typography through 3D modelling, because when you turn the angle it’s outline shape instantly becomes unique. So I’m only using the traditional lettering structures at first and then twisting them in favour of something experimental and fresh.
2️⃣ The other trick is colour — while most people associate the 19th century with dark, moody, serious tones, I’m essentially doing the opposite — pairing my type with vibrant colours or stripping it back to a sharp 3-flat palette per design.
3️⃣ When it comes to the flourishes, I still do them by hand with minimal tweaks. It keeps that raw, imperfect, human feel in the design. I love playing with the flourish weights, balancing the thickness from slim to bold, which gives it a proper modern twist. Back in the day the likes of Michelangelo would drill that balance until it was mathematically perfect. But to me, fk that.
Oh and when you drop those material textures onto it it’ll be an absolute design porn ✌️
🔈rollin all day by @judgementg@saintplaudo
🅰️🅱️ Greed by @xyz_displaay
#graphicdesign #lettering #typography #victoriantype
One of those redesign challenges came from the legends at @ruckusfilms in the U.S. They came with the classic “can you update the look but keep the concept and we like the colours” 😮💨
Their old gradient logo was a nightmare for merch and needed the name to have a real standout. Those who know Ruckus, know they’re all about witty, unconventional filmmaking with pure playful approach and loads of life.
We decided to bin the literal bolt icon and breathe some life into it through the type instead. The concept came through in the split rectangles, mimicking the energy of the bolt to create a simplified, typography-first look that kept the ‘90s skater grit they were after.
The visual identity is sorted, with a logo built for the big screen that looks just as good on a t-shirt. Props to the team on the fresh new chapter and cheers for letting me get stuck in! ⚡️
Animation concept @_james_ronan
Fonts: NaN Metrify by @nan_xyz
#graphicdesign #typography #lettering #branding
Think of your design as an airplane. If a client asks for a discount, you don’t fly the plane faster, for half the money, you just take away the champagne, vip lounge and the legroom.
Full Price 💵💵💵 is the Private Jet. They own the tail number, the engines, and the pilot. They can repaint it, resell it, and fly it globally forever. You walk away with the cash.
But if they want a discount, here’s how to manage it without selling your soul.
-10%? Ownership → Unlimited, Exclusive
You keep the jet, they get a permanent seat. They use it forever, but you keep the IP and the right to show it in your portfolio.
-15%? Unlimited Exclusive → Limited Exclusive
It’s a Lease. They’re the only ones allowed on board for 2 years. After that? The rights bounce back to you unless they renew.
-20%? Exclusive → Non-Exclusive.
It’s like a commercial flight. They’re flying, but if they look out of the window they can see a competitor with the same style.
-25%? Global → Local only.
They aren’t flying to Tokyo; they’re staying in the country. One logo, one country, single usage. If their business goes global, they’ll upgrade the ticket. Simple as that.
Then there’s the liability -30%.
Flying a big brand with 400 passengers requires way more insurance and precision than flying a 2-seater crop duster. If a logo for small business fails they’ll handle the risk.
-35% Thorough Process → Tight Timeline
Shorter hours mean fewer explorations. Less time to find the one, more chance it’s the obvious one.
-40% Full System → One Logo
Forget about context adaptations. Write that down — a single logo, all touch points.
–45% Three Revisions → One
Feedback rounds takes time so if they keep pushing, we cut the labor, that means fewer revisions.
Hope that makes sense ✈️
If you want to see how I word this in my own contracts, I’m sending the template out in my next newsletter. Go to my bio to join, or just comment ‘CONTRACT’ below and I’ll send you the link so you don’t miss it ✌️Peace out.
#graphicdesign #money #logo #papercuts
I wanted to see how many styles I could come up with the Swoosh by treating it as a raw shape rather than a protected icon. Bending, flipping, squishing. High-level typography is all about seeing the counters and the negative space.
Saw a spark of this idea from @faelpt and had to take the challenge to the next level.
Challenge passed? @Nike , check your dms.
#graphicdesign #lettering #typography
Dumping some type experiments I’ve done over time, everything from operating systems to fruit 🍌
People often say my type isn’t legible. And yeah, in traditional graphic design that’s kind of the point, if you can’t read it, it’s failed.
But experimental typography plays a different game. Sometimes you break the rules on purpose, to push emotion and concept first ✌️
#lettering #typography #graphicdesign #posterdesign #branding
