“As Milton Glaser and others have noted, ‘Drawing is thinking,’ and our approach to the design of trademarks is grounded in drawing: making small sketches on paper, refining concepts on vellum and then hand-inking the most promising symbols before approaching the computer. Not only do we think the results are visually appealing, but also, we enjoy this way of working and thinking. We similarly like to work with analog type specimens, and we take pleasure in reviving historical faces that aren’t readily available commercially. If a central tenet of branding is to establish a distinctive identity, then working with less familiar typefaces will yield less generic wordmarks.”First row: architecture and interiors firm Arcsine; climbing gym Studio Climbing. Second row: Dogpatch Boulders climbing gym. Third row: California College of the Arts (CCA); University of California Press. Fourth row: CCA Graphic Design Program. Fifth row: LA Boulders climbing gym; web-hosting service BO.LT. Sixth row: architecture firm Minniti*McMurtrie; One Catering. Seventh row: Coffee producers and café chain Fourbarrel; climbing and fitness gym MetalMark.