Lundgren + Lindqvist create cracking identity for Critical Mass Studio

The mass Scandinavian cultural crush which saw us all become obsessed with the food, TV shows and chunky knitwear of our northern cousins seems to have abated somewhat but that won’t stop Lundgren + Lindqvist.

The Gothenburg-based studio just uploaded a host of great new work to their website, most eye-catchingly of all this identity for London design collective Critical Mass Studio. The designers decided to created a shortened CM–S marque to complement the rather long wordmarque and combined regular and pixelated glyphs to reflect the studio’s mix of architectural and digital expertise.

Because of the studio’s Chinese heritage, the phrase “Have a wonderful day” was translated into Mandarin Chinese and used across the identity, most noticeably in two specially-commissioned neon signs.

Across everything they produced for Critical Mass, from the jet-black branded collateral (look at those pencils!) to the quirky flower-focused press shots, Lundgren + Lindqvist have a command of graphic vernacular that makes them one of the most consistent studios around.