Elephant magazine

Text Image

Identity, art direction and editorial design
London, 2017

At the beginning of the summer, we spent a day learning from Asian elephants. At Whipsnade Zoo, we watched how they move, how they behave together, how they use the trunk as a tool. Naughty Elephants Squirt Water – not only a mnemonic (NESW), perhaps. We took this as a suggestion for our approach to designing Elephant’s new graphic identity. Later that day, on a building site near our studio in East London, we tried to create letterforms by squirting water on the ground. After a few days of experimenting and elephant-infused acting, we’d found our direction. From there, we wanted to make a connection to the language of print. Screenprinting requires hosed water to clean down used screens. Working with Coriander Studios in West London, we made letterforms that are bold and raw, shaped by force and chance.

Photography: Thomas Adank