Executive Summary
- Pentagram designed the brand identity for Jack Davison's publishing house, Helions, focusing on reflecting the photographer's ambient and experimental style.
- The Helions brand identity features a stacked, angular wordmark inspired by distortion and refraction motifs in Davison's photography, with an analogue aesthetic.
- The brand is designed to be understated and adaptable, supporting the publishing house's vision and allowing the published works to take center stage.
Event Overview
Pentagram, led by Matt Willey, developed a brand identity for Helions, a publishing house founded by photographer Jack Davison. The design emphasizes the ambient tone and experimental style characteristic of Davison's photography. The identity includes a distinctive wordmark featuring a stacked, angular design and a limited color palette, aiming for a 'quiet intensity' that complements the published works without overshadowing them.
Media Coverage Comparison
| Source | Key Angle / Focus | Unique Details Mentioned | Tone |
|---|---|---|---|
| It's Nice That | Brand identity design for Helions, emphasizing inspiration, design elements, and the design process by Pentagram. | The wordmark has an embedded '69' in the 'S', the brand uses a reduced red and black color palette, Helions is named after Davison's childhood village. | Informative and descriptive, highlighting the artistic and creative aspects of the design. |
Key Details & Data Points
- What: Pentagram designed a brand identity for Helions, a publishing house founded by photographer Jack Davison, featuring a stacked wordmark, analogue aesthetics, and a limited color palette.
- Who: Matt Willey and Jonny Sikov from Pentagram, Jack Davison (photographer and founder of Helions), Harry Bennett (author of the article).
- When: The brand identity was designed in 2024, article published May 8 2025
- Where: New York (Pentagram's office), Helions Bumpstead (Davison's childhood village).
Key Statistics:
Analysis & Context
The design of the Helions brand identity is a thoughtful reflection of Jack Davison's photographic style, prioritizing tone and atmosphere over a rigid conceptual framework. Pentagram's approach, as described by Jonny Sikov, aimed to create a visual language that complements Davison's work, resulting in a brand that is both bold and restrained. The emphasis on analogue aesthetics and the subtle details, such as the potential '69' embedded in the wordmark, contribute to the brand's unique character and create a sense of intrigue.
Notable Quotes
We weren’t aiming for a singular, overarching concept. Jack’s work has a strong, atmospheric quality, and the goal was to create a visual language that complements that mood.
We were aiming for a quiet intensity, something that could feel bold and deliberate when necessary, but with enough restraint to let the titles and photography speak for themselves.
Helions is still in its early days, and the identity will need to grow alongside the work. The system will naturally adapt to support them, we’re looking forward to seeing how it continues to unfold.
Conclusion
Pentagram's brand identity for Helions represents a thoughtful and nuanced approach to visual communication, capturing the essence of Jack Davison's photographic style. By prioritizing tone and atmosphere, the design creates a brand that is both distinctive and adaptable, setting the stage for Helions' future growth and development in the publishing world.
Disclaimer: This article was generated by an AI system that synthesizes information from multiple news sources. While efforts are made to ensure accuracy and objectivity, reporting nuances, potential biases, or errors from original sources may be reflected. The information presented here is for informational purposes and should be verified with primary sources, especially for critical decisions.
