Responses by Oskar Andersson, design director, F&B Happy.
Background: Göteborgstryckeriet and DanagårdLitho, two of Sweden’s most formidable printing companies, joined forces to create By Wind, a unique, comprehensive offering: everything from world-class art printing to large format printing for entire spaces, all produced with a minimal negative environmental impact. By Wind targets that picky designer type who’s not easily impressed but likes to nerd out on the textured feel of a sheet of paper and the incredible saturation of spot colors—in many ways, ourselves.
Design thinking: We placed a large part of our client’s story in the name and logotype, a story about a fully sustainable printing company supported by its own wind turbine. We wanted this story to be top of mind. The questions nowadays are: Why print at all? Isn’t digital more sustainable? They don’t have to be.
Challenges: Making a simple idea not banal but direct and with a bit of humor. That is often the case in our line of work: to be distinct but not one-dimensional or dumb.
Favorite details: When the Y in the logo spins like rotor blades and the whole wordmark turns into cursive when the wind blows. I love visiting the By Wind site daily to get the weather report. It tells a big story in a minimal amount of space.
New lessons: I learned you could power a whole production plant with wind power and have energy left over to export to others. It makes me feel hopeful about the future.
Visual influences: A modern identity mainly lives in the digital world—even a printing house’s. So, we made the visual cornerstones the square shape of a pixel, a sheet of paper or a box. This makes it easy to translate onto plenty of physical and digital touchpoints.
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