Three months ago
we reported on the rebranding of AkzoNobel, noting that Saffron had designed the logo but not mentioning that
Pentagram (London) had later implemented the identity, I assume I wasn’t aware of this at the time, which brings us to the matter at hand… Martijn Rijven, an Amsterdam-based illustrator and designer, was responsible for drawing Bruce (as the pointing man is referred to in the inner circle) and
has written an extensive post about the process, with a great video at the bottom, showing the evolution of the drawing and mourning the truncated version of his drawing that was the final logo — or as Rijven describes it, “they appear to have sank him into the ground and left him begging an invisible passer by to take his aged skinny hand to drag him out.”