Tony Brook and team give Sim Smith a slick identity

It’s a widely-acknowledged fact that Tony Brook and his Spin team can do no wrong – they just design cracking stuff. So imagine our surprise when… no, just kidding, their latest project’s a belter too. Commissioned by Sim Smith, a London-based gallery representing emerging British talent, Tony and his team went about producing a slick, simple, monochrome identity that’s as unfussy as the artists the gallery represents. The logo, website and print collateral are all pleasantly understated, meaning the Sim Smith name won’t ever get in the way of the most important thing – the artists’ work.