It’s easy to get caught up in circular thinking.
We love hiring people with different mindsets to our own.
We’ve long held an interest in signage and wayfinding, it’s a three-dimensional discipline which requires rigorous strategic logic and articulate clarity.
We wanted to reflect the broad and eclectic language of signs.
The Brand Identity interviews DNCO’s Creative Director Patrick Eley about the studio’s self-initiated rebrand following its transition to employee ownership. The conversation explores the motivations behind the name change, the internal process, and how the new identity reflects DNCO’s evolving ambitions and culture-focused mission. Eley discusses the challenges of branding one’s own studio and the collaborative, employee-driven approach that shaped the outcome.
London-based studio DNCO launched ‘It’s a Sign!’, a collaborative exhibition exploring the diversity of wayfinding and signage. The show featured contributions from designers, architects, and the public, with proceeds supporting the Manna Society charity. The exhibition identity used four typefaces from Colophon Foundry to reflect the eclectic nature of signage design.