NOBODY SAW IT COMING
Pigeon was a diploma project, but it is one that always makes me smile. Everyone else was designing sensible pigeon logos. I was thinking about what pigeons are actually famous for.

THE OPPORTUNITY
To create a visual identity for a courier brand that could hold its own in a category dominated by red and yellow. The challenge was to find something distinctive, memorable, and quick to communicate what the business does, without looking like every other delivery company on the road.

THE APPROACH
The idea started with a simple observation: pigeons always leave something behind and they are fast so you don't always see it coming. The splat became the logo and on this was three rotating taglines each one leaning into the same irreverent humour. They were accompanied by a hand-drawn pigeon illustration that was the face of the brand adding personality and branding. The stark black and white palette was a deliberate choice in a sea of primary colours. The identity was rolled out across stationery, packaging, apparel, vehicles and merchandise, and the tone of voice holds up across all of it.