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I have a love/hate relationship with this logo. I love that many cite it as ‘their favourite’ from our portfolio. I love that it encouraged not-for-profits to search for more memorable logos. I love its combination of an emotive word with a (seemingly) effortless idea. I love the fact that its board presentation was my quickest ever (I just turned the board over and said ‘here it is’). But for a while I hated being defined by this design, and by none other. I even stopped showing it for a while. Then I wised up and realised that maybe, just maybe, I’d designed a classic.
This logo by Woody Pirtle is for a typesetting company called Hilton Typographers and does three key things for me. Firstly, it makes me smile. Secondly it fills me with admiration for its cleverness – an ‘H’ with a multitude of different serifs, for a typesetting company? Genius. Every five years or so I unwittingly design something very similar, remember it, and then force myself to abandon whatever clumsy homage is on my screen. So I wish that, thirdly, I had designed it myself.