The logo needed to incorporate his monogram, JMH, without becoming traditional or stuffy. Fitting in, while subtly standing out in an IYKYK way, with the vanlife community.

We knew that the identity would be incorporated into the physical world as much, in fact more than, the digital. This was an interesting challenge: figuring out how it would be physically fabricated rather than simply if it reproduced well at small scale on screen.

To have a marque that was as distinctive as it was intriguing. That felt strangely digital, like a QR code, yet could equally be applied as a literal ‘brand’ via hot metal onto wood or leather.

The final design blends the JMH monogram with a suggestion of fingerprints representing both the individual, and the idea of hand-made craft, held together in a rational square similar to a Japanese Inkan seal. (Ok, I can rationalise until the cows come home – suffice to say, thought was given to the meaning of the marque).

Seeing it applied – crafted – into the physical world has been a joy that I’d forgotten for nearly two decades, since I’d worked with a cricket bat shaper in my early design days.

As Jack’s business has developed, I’ve been grateful to see instagram posts of his work, featuring a small element of mine, out in the wild. As well as hearing the occasional story of his clients’ feedback on their appreciation of the logo.