In their own words
The magazine itself wears its skeleton on its sleeve.
Typefaces are our digital way of expressing language.
Everything starts with writing in my design process.
I don’t know how anyone creative does just one thing!
An evolution and an expansion of the system we’d set up, rather than a complete restart.
We intentionally went properly big with it – no point resorting to a middle ground.
Channel 4 is now set up for approaching new platforms in the future.
We wanted to distil a taste of art and design discourse today into something pocket-sized.
Articles & interviews
- Typeone’s tenth issue shows us the important type design of the 21st century so far
Studio Ground Floor designed the tenth issue of Typeone magazine, marking a milestone that reflects on 25 years of type design in the 21st century. The issue features contributions from leading type designers and uses their own typefaces throughout, showcasing the diversity and evolution of contemporary typography. The design continues the flexible editorial system established in 2020, balancing consistency with adaptability to each issue’s theme.
- Alice Sherwin: Writing Fundamental to Her Pentagram Design Approach
The Brand Identity’s interview with Pentagram senior designer Alice Sherwin explores her writing-led approach to design, her journey from junior to senior designer, and her dual practice between Pentagram and Studio Ground Floor. She discusses her role in the Channel 4 rebrand, her editorial work on Pilot and TYPEONE magazines, and how writing underpins her conceptual process.
- “An evolution rather than a restart.” Studio Ground Floor on designing The Interviews: Volume Two
The Brand Identity interviewed Studio Ground Floor’s co-founders Alice Sherwin and Harry Bennett about their design for The Interviews: Volume Two, a continuation of the publication series documenting conversations with global design studios. The duo discussed evolving their original design system from Volume One, using a single typeface, and introducing new structural and visual elements such as a glossy image section and bold cover typography. The article explores their process, design decisions, and reflections on editorial design as a medium.
- The Pentagram team behind Channel 4’s masterbrand give us an in-depth tour of the extensive project
The article is an in-depth interview with Pentagram’s team about their comprehensive rebrand of Channel 4. The team discusses the conceptual framework of the ‘traveller’ 4, the principles-based system guiding the brand, and the importance of motion in creating a cohesive identity across broadcast, streaming, and digital platforms. The project re-establishes the iconic ‘4’ logo at the heart of a unified masterbrand system.
- Shape of Words is a printed capsule of creativity, presenting the diverse works of 30 contributors
The Brand Identity interviews designers Emma Judd, Alice Sherwin, and Harry Bennett about their self-published book 'Shape of Words,' a compact anthology of creative writing and visual work from 30 contributors. Edited by Open Practice, the project explores diverse perspectives in contemporary design through essays, illustrations, and experimental typography. The book’s design reflects its collaborative process, featuring fluoro covers, uncoated paper, and typefaces Editorial New and Oracle.
- Studio Ground Floor reflect on the design process behind our book, The Interviews: Volume One
The Brand Identity interviewed Studio Ground Floor about their design process for 'The Interviews: Volume One,' a book compiling 57 interviews with design studios. The studio discussed their archival-inspired approach, typographic choices from Dinamo, and the conceptual details that make the book both timeless and contemporary. The project highlights Studio Ground Floor’s editorial expertise and thoughtful material choices like a PVC cover and Olin paper.