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New Logo and Identity for Printworks by Only

New

Noted Jan. 19, 2017 by Armin

Industry / Culture Tags /

About

(Est. 2017) “Printworks, a ground breaking new multi purpose event space for London. Set to change the face of the capitals cultural scene, Printworks is a 6,000 capacity licenced venue for music and the arts. Comprising of six vast events spaces, all arranged over multiple levels with a maze of corridors and rooms throughout which retain all the original machinery and industrial features, including two fully soundproofed press halls, from when it was a fully operational printing press. The venue consists of 15 acres of private gated land, comprising of six event spaces, spread over 119,200 sq. ft.with ouver 40,000 sq. ft. of outside space available.”

Design by

Only (Leeds, UK)

Related links

Only project page

Relevant quote
The huge rollers of the printing press informed the dynamic wordmark. Wrapping type around cylinders we generated infinite iterations of the logotype for use across applications. Typographic expression and the movement inherent to historic printing processes runs throughout the wider identity. Layouts derived from printed newspaper sheets offer a snapshot of the process and embrace the mistakes and messy nature of the press.

Only project page

Images (opinion after)
New Logo and Identity for Printworks by Only
Logo.
New Logo and Identity for Printworks by Only
All logo variations.
New Logo and Identity for Printworks by Only
Icon.
New Logo and Identity for Printworks by Only
Stationery.
Animation.
New Logo and Identity for Printworks by Only
New Logo and Identity for Printworks by Only
Guidelines.
New Logo and Identity for Printworks by Only
New Logo and Identity for Printworks by Only
Posters.
New Logo and Identity for Printworks by Only
New Logo and Identity for Printworks by Only
Website on desktop and mobile.
Opinion

The concept and approach seem like a no-brainer: a place called Printworks that used to be a big-ass print shop and now makes a big deal out of it being an old big-ass print shop does call for a print-related logo. Wrapping the name around a cylinder is very apropos and supersedes the print company cliché of portraying two cylinders (although we do see said cliché in the standalone icon). Being such a long word, it works particularly well when rolled around the cylinder as the effect gets more accentuated. When I first scrolled through the project in my inbox I literally thought this was a logo for a print shop so maybe it's a little too good for its own sake? Especially as a new venue, I wonder how many people will think "How come there is a DJ spinning at a printing plant?" The applications are all pretty cool-looking and start to feel more like a music venue. I appreciate that not ALL typography is put on a cylinder, because that would get tiring fast. Overall, this strikes a clever balance between design-y and culture-y, giving the venue a pretty solid personality.

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