Thursday evening saw The Typographic Circle welcoming Angus Hyland from Pentagram. His talk was split in two, first part entitled ‘Symbol’, a slightly shorter version of his talk introducing his same-titled book from last year, presented at Pentagram and Design Museum. Again, a pleasure to hear details about some of the world’s best symbols-as-logos. You can watch the talk from last year on Vimeo, so I won’t say more about it (see end of post for links).
In the second part, titled ‘Mark & typeface’, Mr Hyland talked about the ongoing partnership between Cass Art, the London art materials retailer, and Pentagram. Over more than ten years, Pentagram have developed a beautiful brand identity, based mainly on typography (with very nice recent additions of colour). Just like most successful brands, Cass Art based its strategy on a very good manifesto/strategy: “let’s fill this town with artists”, being the first aiming to sell affordable art materials to everybody, not just highbrow artists.
Other highlights were the Cass Art Kids side-project, the packaging for own-label products, based on Mr Hyland’s habit of ‘colouring’ bits and pieces in his free time, and the retail design done together with Pentagram’s architecture team. Oh, and after ten years, they finally got around to making the business cards too :)
The event was sold out, some even being willing to stand just to get to see Mr Hyland’s talk. Questions at the end ranged from the typical-student-question, ‘what’s your favourite symbol’ (Woolmark, if you’re dying to know) to more interesting ones. My question was that since sustained advertising (Nike etc) or just simple repetition (Google) seem to hit the spot with consumers, how valuable is a well-designed mark anyway. Mr Hyland made a very good analogy, saying that a good mark ‘is like a good suit, it won’t guarantee your success, but it will make you look good and feel better, and in time, people will associate you with that image‘ — quite similar to what Thomas J. Watson meant with ‘good design is good business’.
[a good mark] is like a good suit, it won’t guarantee your success, but it will make you look good and feel better, and in time, people will associate you with that image
It was also very interesting to see Mr Hyland using terms like brand equity, brand proposition and others, showing that, these days, even Pentagram has to talk more branding than design.
The Typo Circle members were wonderful hosts and I must say I can’t wait for the next event. And especially to receive the Circular magazine, designed by Mr Domenic Lippa (Pentagram), which you get for free as a member.
So, if you’re in London (or in reachable distance), do yourself a favour and sign up as a Typographic Circle member, it’s only £30 per year, for which you’ll get discounts for the events, the beautiful annual Circle magazine and the chance to say hi personally to some of the best designers in the world, every month.
— read even more details about the Cass Art project on Eye Mag’s blog;
— see the Cass Art projects on the Pentagram website;
— watch the ‘Symbol’ talk at the Design Museum on Vimeo;
— details about the event on the TypoCircle website and the Creative Review blog;
— you can buy the book ‘Symbol’ on BookDepository (free shipping worldwide) or Amazon.