Enchilada prefers ‘legible’ logos. Logos where the visual origin can be traced, logos where a powerful basic idea forms the conceptual and visual starting point. Of course, some brands or services lend themselves better to a visually 'readable' translation than others, but we believe the art of (logo) design lies in visualizing (the essence of) a brand or service, not in abstracting it. Abstractions often create distance, where connection is desired. As an exponent of the ‘readable’ logo, we have opted for the wool brand that, after more than 60 years, has lost none of its substantive or visual significance. But this could also have been the logo of Apple, Shell, NS or the Zonnebloem.
In 2009 we developed a new visual identity for the Maritime Museum. This had to express the ambition to connect with a wider and more diverse target group. As the oldest means of communication in shipping, a flag proved to be a fruitful basic form for all possible communications. The gradient hues were derived from the dramatic skies from the museum's collection of paintings. The specially designed font found its origin in old documents, calligraphic manuscripts and template typography. The flexible visual system that has been developed with identity, still results in surprising, clear and very recognizable visual communication.