In their own words
We weren’t aiming for a singular, overarching concept.
We were aiming for a quiet intensity, something that could feel bold and deliberate when necessary, but with enough restraint to let the titles and photography speak for themselves.
Helions is still in its early days, and the identity will need to grow alongside the work.
Articles & interviews
- Matt Willey's Helions Brand Emphasizes Tone Over Concept
Pentagram partner Matt Willey and designer Jonny Sikov have created the brand identity for Helions, a new publishing house founded by photographer Jack Davison. The identity draws from Davison’s atmospheric photographic style, focusing on tone and restraint rather than a singular concept. Featuring a red-and-black palette and an angular wordmark, the brand balances boldness with tenderness to complement Helions’ creative vision.
- New Logo for Helions by Pentagram
BP&O features Pentagram’s brand identity for Helions, a new photography-focused publishing house founded by photographer Jack Davison. Designed by Matt Willey with Jonny Sikov, the identity uses a custom wordmark inspired by light refractions and Davison’s photographic style. The project extends to the design of Helions’ first publications, blending tactile materials, custom typography, and a restrained color palette to reflect the brand’s experimental and collaborative ethos.
- Commercial Type Revives Herb Lubalin's Iconic L’eggs Logotype
Commercial Type has reintroduced the iconic 1970s L’eggs logotype originally designed by Herb Lubalin Associates. Working with Family Office, Cobbco, and Pentagram under the creative direction of Cami Téllez, the team refined the classic mark for a digital-first era while preserving its distinctive character. The project honors the brand’s design heritage through careful typographic adjustments and faithful redrawing.