‘Elephant’ identity

At the beginning of the summer of 2017, Kellenberger–White spent a day learning from Asian elephants. At Whipsnade Zoo, we watched how they move, how they behave together, how they use their trunks as a tool – it turns out that “Naughty Elephants Squirt Water” isn’t just a mnemonic for remembering the cardinal points of the compass in order (NESW). We took this as a suggestion for our approach to designing the new graphic identity for ‘Elephant’ magazine. 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-inspired acting, we’d found our direction. From there, we wanted to make a connection to the language of print, noting that screen-printing requires hosed water to clean down used screens. Working with Coriander Studios in west London, we used our research to make letterforms that are bold and raw, shaped by force and chance.

  • Year: 2017
  • Client: Elephant
  • Location: London
  • Category: Identity

Collaborators: Coriander Studios
Photography: Kellenberger–White