A classically elegant, and thoroughly delightful, concept, beautifully executed by Werklig in Helsinki. The font choices are gorgeous and distinctive, the colours lively and charming. But it all comes down to that central logo, which says it all in a single mark. Pretty much perfect.

Argos is a British retail institution. So updating their brand is a big deal. As well as developing the new Argos voice, alongside The Partners, Reed Words have written packaging copy for four own-label ranges. Simple Value is just that: the simplest products, at great value. Our copy style celebrates the simplicity, and adds a twist. And once we’d written about 50 pack lines, the Argos team have been able to follow our guidelines and complete the full range of around 140.

What I love most about this delightful identity is that Interbrand embraced one of the oldest visual clichés ever – a double-O turned into eyes – and made it fresh. Bold, relevant, revelling in both the visual and the verbal: this is how branding should be.

A terrifically simple typographic mark for one of Sydney’s oldest and proudest theatres. The logo combines the three initials – TNT – into a form that’s not just satisfying in itself, but also creates a platform for everything else. You can’t ask for more, really.