Four marks were in circulation: one on the site, one on invoices, one on the studio door and one a retoucher had redrawn. Each competed with the photographs around it. Clients could not say what the studio was called.

A single wordmark at one weight, set to sit in a corner and stay there. The grid gives an image the full measure and the type never crosses it. Captions, credits and contact all run at one size.

Bookings rose twenty-eight per cent across the two seasons after launch. The four old marks are retired. The studio now sends a one-page specification to every publication that runs its credit.