In celebration of 25 years of business, Minneapolis based Duffy & Partners has created a gallery showcasing logos from 1984 to the present. Of the 151 logos displayed in their online gallery, I selected 24 that use type to great advantage. Whether it’s a “T” for a bolt, a “P” nested in the negative space of a “D”, or an eye for an “I”, each mark utilizes typography to create a memorable and distinctive identity. The year of creation and designer credits can be found by clicking on the thumbnail images. The names of several world-renowned graphic designers can be found among the logo credits including Sharon Werner, Chuck Anderson, Haley Johnson, and Rutiger Goetz. I have asked Joe Duffy to share some of his thoughts on the role and importance of typography within branding. Additionally, the designers at Duffy & Partners were kind enough to share their 3 favorite type foundries for branding projects.
Typography in Brand Development“In looking back over our 25 year history of developing brand identities, it becomes clearly evident that type has played an instrumental role in conveying the right tone of voice and helped project the appropriate “personality” in virtually every instance. Whether it’s a hand rendered logotype, a customized version of an existing face or the use of a typeface in a supporting role within the brand language, a brand identity succeeds or fails based on the designer’s ability to work with type. Logos alone do not create a successful, proprietary brand, nor does type. It’s the interplay between the typographic solution and the other brand icons – colors, graphic elements, photography, illustrations, etc., that establish a unique, compelling way to distinguish a brand within a crowded competitive set. Understanding the role type plays and making the right choices in either lead or supporting roles within this language most often makes or breaks a design solution. Understanding the rich history of typography and the intent behind typeface designs, should be an important part of any design curriculum. That knowledge, combined with a creative sense of interplay, will help young designers begin to create successful brand identities. ”
Joe Duffy | Chairman | Duffy & Partners
Dickson's
French Paper
D'Amico Cucina
Vereins Bank
Wieland Furniture
Diet Coke
Fleischmann's
Mynd
Smart Start
Doubleshot
International
Fractal Jeans
Toyota Trucks
Duffy & Partners
Thymes
Good Day Café
Pangea
Thymes Filigree
Olive Leaf
Cruet & Whisk
Mona Lisa
Basin White
V.I.O.
501 Fit
• • • D E S I G N E R S U R V E Y • • •
Question: What are 3 of your favorite type foundries for branding projects?
Jenney Stevens | Senior Designer
Answer: Hoefler & Frere-Jones, Process Type Foundry, FontFont
Missy Wilson | Senior Designer
Answer: Hoefler & Frere-Jones, Émigré, House Industries
Ken Sakurai | Senior Designer
Answer: Hoefler & Frere-Jones, Process Type Foundry, Linotype
Allison Newhouse | Designer
Answer: Hoefler & Frere-Jones, Process Type Foundry, Émigré
Candice Leick | Designer
Answer: Process Type Foundry, Underwear Type Foundry
incredibly awesome stuff they produce, really diggin’ their approach!
Ty, thank you for sharing this beauty!
thank you (and thanks to duffy) for generously sharing the names of the actual ‘hands’ in these designs. it’s the people behind the studio that make it tick. duffy is one of the best in the biz. never knew they did dickson’s – i’ve always loved their logo!
Duffy and Partners logo is fantastic. Nice one Ken. I spent some time in the London office and am now setting up my own micro foundry FontGroup who’s primary face Pseudo uses a similar internal counter principle to enable the type to be legible at unusually small sizes!
Duffy is flat out amazing. I love their work and look to it for inspiration. Cheers for the good post.
Duffy has long been a breeding ground for incredibly talented designers. What a great visual history of inspirational work. More, please!
thanks for the info!