Interlocking square mark – Howarth & Smith Limited, Carl Brett, 1972

Carl Brett used basic geometry to create an overlapping H + S that reflected their concern with precision. To accompany his new mark Brett chose the then relatively new Helvetica. A neo-Grotesque typeface, Helvetica’s smooth curves and generous open proportions provided the perfect contrast to the rigid mark.
A number 10 envelope showing a typical application of the Howarth & Smith mark by Carl Brett. The reduced ‘&’ was a common treatment in advertising typography. ‘The Graphic Arts Craftsmen’ echoed the Cooper & Beatty ‘Type Craftsmen’ tagline.
Thanks to Brian Donnelly, Canadian graphic design historian, we have Carl Brett’s original tissue paper pencil sketch showing the underlying 5 × 5 square grid for the Howarth & Smith interlocking square logo.
Main image for this archive item. Click to enlarge the image.
Main image for this archive item. Click to enlarge the image.
Main image for this archive item. Click to enlarge the image.
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Notes

Items in this Collection

Title: Curabitur blandit tempus porttitor

Media format description

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Artifact

Article Data

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Category

Graphic Design & Branding

Date

1972

Title

Howarth & Smith square mark

Description

Logo

Howarth & Smith interlocking square mark

4.125 × 9.5 inches (envelope) 5 × 7 inches (sketch)

Publication

Publisher

Client

Howarth & Smith, Limited

Credits

Agency:
Studio:
Creative_Director:
Art_Director:
Design: Carl Brett
Typography:
Hand_Lettering:
Calligraphy:
Illustration:
Art:
Author:
Writing:
Printing:
Biography:

Principal Typefaces

Display: Hand-drawn
Text: Helvetica
Find more:

Hand-LetteringHelvetica

Region

Ontario

Language

English

Holding

Private collection of Brian Donnelly

Related Documents & Links

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Copyright Status

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Artifact copyright

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Notes copyright

Accompanying notes are licensed under Creative Commons licensing CCbyNC which allows for non-commercial use with attribute.

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