Kellenberger–White designed the new visual identity for art magazine Elephant to make it stand out from the large number of art serials on the market. Elephant combines coverage of fine art with that of music, graphic design and pop and internet culture, all with a playful tone of voice. We took a similar approach to designing the new masthead, beginning by studying the behaviour of elephants at the zoo. Inspired by the way they squirt water on the ground with their trunks, we created a series of round letterforms in water with a hose. In use since 2017, the resulting masthead visually captures the magazine’s distinctive editorial approach.