Paul Belford
Founder
13 articles · May 2018 — Apr 2025
Quotes
“My advice to any young ad creative today is ‘know your history’.”
“This ad really couldn’t be much better. Look and learn.”
“Timelessness may be one of the best indicators of great art direction.”
“Honestly, how can anyone not be blown away by these visuals?”
“The intention was to counter the museum’s staid image and appeal to a much younger audience; people who normally would never consider visiting the V&A.”
“If you have a compelling idea that attracts and holds the viewer’s attention, you really don’t need a big logo.”
“Guidelines. Not 'rules' and definitely not 'straitjackets'.”
Articles & interviews
- New Logo & Branding for Ten by Paul Belford Ltd
BP&O · Apr 10, 2025
BP&O features Paul Belford Ltd’s new brand identity for Ten, a London-based health and fitness studio chain. The identity centers on a geometric logo formed by a line and circle symbolizing balance and the number ten, complemented by pastel tones, tinted photography, and the Funkis typeface. The article praises the simplicity, wit, and technical precision of Belford’s work.
Paul Belford LtdBP&OTenbranding - New Logo & Packaging for Spudos by Paul Belford Ltd
BP&O · Feb 11, 2025
BP&O features the new branding and packaging for Spudos, a hand-cooked crisp brand, designed by London studio Paul Belford Ltd. The identity draws inspiration from potato printing, combining a geometric logotype with organic textures to evoke simplicity and playfulness. The compostable packaging and transparent design reinforce the brand’s sustainable and honest positioning within the snack market.
Paul Belford LtdSpudosbranding - Paul Belford on Ads: Intercity press ad
BP&O · Feb 16, 2023
Paul Belford reflects on a 1992 Saatchi & Saatchi press advertisement for Intercity trains, praising its inventive art direction, disciplined typography, and thoughtful photography. He highlights the collaboration between Alexandra Taylor, James Lowther, and Michael Kenna, noting how the ad’s restraint and composition make it memorable and effective.
Saatchi & SaatchiIntercityadvertising - Paul Belford on Ads: CBS press ad
BP&O · Jan 24, 2023
Paul Belford’s BP&O Voices article revisits a 1962 CBS press advertisement that ran in the New York Times. He praises its timeless layout, conceptual strength, and typographic sophistication, contrasting it with contemporary advertising practices. The piece serves as both a historical reflection and a lesson in the enduring value of thoughtful art direction and copywriting.
CBS advertising and sales promotionBP&OCBSadvertising - Paul Belford on Ads: Polaroid press ad
BP&O · Oct 11, 2022
Paul Belford reflects on a 1980 Polaroid press ad created by Doyle Dane Bernbach, led by art director Helmut Krone. He praises its timeless design, minimalism, and boldness in omitting traditional branding elements like logos and headlines. The piece highlights how strong product recognition and conceptual clarity can replace conventional brand identifiers.
Doyle Dane BernbachPolaroidadvertising - Paul Belford on Ads: Volvo 740
BP&O · Aug 30, 2022
Paul Belford revisits a 1983 Volvo 740 advertisement created by AMV, highlighting the craftsmanship and conceptual strength of David Abbott and Ron Brown’s work. The article contrasts the enduring quality of this classic ad with the decline in creative standards driven by modern agency cost-cutting and ageism. Belford praises the ad’s simplicity, typography, and the way it communicates safety without overt branding.
AMVVolvoadvertising - Paul Belford on Ads: VW Corrado
BP&O · Jul 26, 2022
Paul Belford reflects on the 1990 VW Corrado pre-launch campaign by BMP DDB, highlighting its inventive photographic approach and elegant typographic restraint. He contrasts the craft and conceptual clarity of this work with the perceived decline in modern car advertising. The article celebrates the collaboration between art director Mark Reddy, copywriter Richard Grisdale, and photographer Lester Bookbinder, emphasizing the campaign’s timeless visual impact.
BMP DDBVolkswagenadvertising - Paul Belford on Ads: V&A print campaign
BP&O · Jun 28, 2022
Paul Belford revisits Saatchi & Saatchi’s 1988 print campaign for the V&A Museum, praising its bold strategy, witty copy, and masterful photography. The campaign successfully rebranded the museum for a younger audience, balancing irreverence with sophistication. Belford contrasts its confident minimalism with later, more heavy-handed branding approaches.
Saatchi & SaatchiVictoria and Albert Museum (V&A)advertising - Paul Belford on Ads: British Rail poster
BP&O · May 31, 2022
Paul Belford reflects on a 1984 British Rail poster created by Hedger Mitchell Stark/GGK for the Gatwick Express. The article praises the creative reinterpretation of the British Rail double arrow logo and discusses the typographic choices, comparing Optima, Rail Alphabet, and Futura. Belford uses the poster to argue for flexibility in brand guidelines and thoughtful typographic decisions in advertising.
Hedger Mitchell StarkGGKDesign Research UnitBritish RailNational Railadvertising - Hair-Solutions by Paul Belford Ltd.
BP&O · Sep 23, 2019
BP&O features Paul Belford Ltd’s brand identity and packaging design for Hair Solutions, a customizable haircare enhancer brand. The design uses a clinical yet natural aesthetic with Avenir Next typography, kraft paper, and blind embossing to communicate precision and quality. The project balances complexity in product range with a clear visual system of color and numbering.
Paul Belford LtdHair Solutionspackaging - Logo for New Chapter by Paul Belford
BP&O · Aug 3, 2018
BP&O features the brand identity for New Chapter, a UK-based word therapy start-up, designed by Paul Belford Ltd. The logo cleverly combines the imagery of a book and an arrow to symbolize progress and personal growth, paired with Neue Helvetica for a modern and clear presentation. Richard Baird praises the design’s simplicity, clarity, and conceptual strength within a visually busy environment.
Paul Belford LtdNew Chapterbranding - New Logo & Graphic Identity for Osofor by Paul Belford Ltd.
BP&O · Jul 19, 2018
BP&O features the early-stage brand identity for Osofor, a digital-first lab-grown diamond jewellery brand, designed by Paul Belford Ltd. The identity uses faceted, cut-stone inspired symbols, embossed materials, and refracted light effects to express luxury, technology, and sustainability. The project reflects Osofor’s development phase and positions the brand as modern and environmentally conscious.
Paul Belford Ltd.Osoforbranding - New Book Revolt by Paul Belford Ltd.
BP&O · May 31, 2018
BP&O features the design of the book 'REVOLT' by Paul Belford Ltd., a visually provocative publication that merges the language of protest and disruption with corporate and self-help themes. The article praises the book’s materiality, fluorescent color, and expressive imagery as a response to digital ubiquity and the need for tangible design experiences.
Paul Belford Ltd.TNTeditorial