Working closely with the in-house team
We have been working with London based Dalton Maag since 2001, and over that time their business has gone from strength to strength. With a new logo created by North a few years ago, they approached us to help their internal team bring their visual identity in line with the new vision for their brand. We worked closely together to create a concept that built on their existing logo updating their visual language to bring dynamism and consistency to their communications.
Modernising the visual language
In one of our initial meetings, the idea of typography as being their 'nourishment' came up. We instantly liked this as it perfectly captured the passion and importance they place on their craft. We evolved their visual language to represent 'plankton' that they could use to create infinite rich typographic textures all built using a digital tool dubbed the 'aquarium' developed by the internal team.
Creating a tool
Dalton Maag built a tool which was nicknamed the ‘Aquarium’ to quickly create plankton patterns that could be used throughout the visual identity system. This enabled the design team to quickly create effective and eye-catching designs to showcase the Dalton Magg typography across all their communications. Playing in the aquarium became a fun way to interact with the identity, and plans are afoot to create a life-size experience for their events.
‘Ian once before helped me and Dalton Maag establish a visual identity that proved successful for us. As part of a recent visual identity review, we invited Ian back to help us define the design direction that best captured the business we are today and want to be in the future’.
Bruno Maag, Founder and Chairman, Dalton Maag
Direction and Design – Ian Styles
Design and Implementation – Dalton Maag
Animation – Sayeed Islam