“Matthew wanted [the identity] to feel emotional and raw,” says Pentagram partner Harry Pearce. “The typography is very simple, but it’s done with a huge amount of detail and craft and that’s the spirit you get from it … there’s a directness and optimism and self–confidence.”Pearce says the identity system was inspired by ghost signs and hand-painted type found on buildings around London. He also looked to The Old Vic’s archives in Bristol.
While the identity draws on vintage advertising, it avoids pastiche and instead feels fresh and contemporary. “That was our vision, to create something that felt very contemporary, but with one foot in the spirit of the past,” says Pearce.