Useful & Beautiful

Branding / Identity

Identity and branding project for Useful and Beautiful for use throughout their stationery and website. The logo was designed using the lowercase ‘u’ and ‘b’ from Helvetica and Caslon respectively, the adjoining character, the ‘&’ was redrawn in order to link the elements together. The contrast of the useful ‘u’ and ‘beautiful ‘b’ help strengthen the underpinning philosophy of the brand.