Why we keep the wobble
Every identity we make starts as a drawing on paper. Somewhere between the paper and the screen, most studios tidy the line. We stopped doing that.
A circle is a decision
Draw a circle by hand and it closes a little late, a little flat on one side. That is the part people remember. In our files the layer is called keep-as-drawn and nobody is allowed to smooth it.
- Trace once, at the size it was drawn
- Fix what is unclear, never what is uneven
- Print it small before anyone approves it
When we do tidy
Signs that are read from a moving tram, and anything smaller than a thumbnail. Everything else waves back.