Spin's brave, bold identity for designer Simon Pengelly

When graphic designers take on furniture designers, their broadening solutions can sometimes feel formulaic – all wholesome browns and chatter about “craft.” That’s why it’s so refreshing to see Spin’s work for British furniture designer Simon Pengelly. “The idea for Simon’s identity came from a visit to his workshop and noticing the lovely graphic stripes on the edge of the plywood used on one of his chairs,” says Spin. “The various iterations of the marque reflect different thicknesses.” Despite the fact, as Spin puts, it, Simon’s design approach “brings together a blend of organic minimalism and a distinctive feel for natural materials,” the identity focusses on the minimalism and shuns the organic, taking on a bold, direct and a very brave aesthetic.