British arts organisation IOU has long prided itself on its innovative, ambitious and eclectic approach, so when it came to refreshing its visual identity, the body needed something that reflected this outlook. Step forward Studio Contents, who created stationery, a website and a great set of behind-the-scenes photographs (with Percy Dean) with the group’s initials jumping around in unexpected formations.
“It was a case of unifying everything and creating a new visual identity to be used throughout,” Studio Contents director James Gilbert told DesignWeek. “We wanted quite an unusual logo. In a lot [of applications] the letters are shown separated in random places to make it a little bit more interesting and echo the philosophy of the company, which is all about adventure, excitement and strange and wonderful experiences.”
It’s an impressive overhaul which modernises IOU while staying true to its founding principles.