Richard Baird
Founder
In their own words
Portal offers access to this engaged community, helping individuals take their next step and enabling studios to grow.
This will be the first system in the industry to connect a jobs board and ATS so you’ll have a direct understanding of how well the job listing on Portal did.
This feels like vibe branding. It’s a vibe – and it doesn’t need to be anything more.
From the foundational principles of music – musical motifs, the real nuts and bolts of musical communication – Collins has built a sense of boisterous improvisation and spontaneous musical expansion.
We call this Wittl, and we’ve designed it for small to medium-sized studios, those who, through great work, are finding that one job post is getting a lot applications.
The logotype is weird (it’s the ‘g’ that does it), but the typeface (the aptly named Work Sans), characters, and colour palette are very disarming.
Together, they’re warm, conversational, and playful – though not particularly sophisticated (they probably don’t need to be).
The scarf not only symbolises a deep connection between fans and their clubs, but also their united and unwavering loyalty through the harshest of weather conditions.
Bands of colour introduce a unifying rainbow of striking hues – inclusive, appealing, and systematic.
This ‘U’ as tongue device is a great gift and observation; the kind of witty graphic fodder that books like A Smile in the Mind have been built on.
Articles & interviews
- Oat Standing
BP&O’s article 'Oat Standing' by Richard Baird spotlights OATEN, a conceptual porridge brand designed by Julisera Studio. The packaging breaks from traditional health-food aesthetics with bold colors, large typography, and graphic illustrations, reflecting the evolving, expressive nature of modern breakfast culture. The piece frames OATEN as a confident, attitude-filled reimagining of the porridge category.
- Jobs: Mid-weight Designer, Pentagram
BP&O announced a job listing for a Mid-weight Designer position at Pentagram’s London office, led by partners Luke Powell and Jody Hudson-Powell. The role seeks a designer skilled in brand design, typography, and motion, joining a collaborative team of producers, designers, and motion specialists. The posting highlights Pentagram’s focus on conceptual thinking and evolving brand identities.
- Jobs: Design Director, Josephmark, Brisbane－
BP&O announced a job listing for a Design Director position at Josephmark’s Brisbane studio. The article highlights the studio’s work on major digital projects for Myspace, RCA Records, Pink Floyd, and AMC’s The Walking Dead, emphasizing its focus on creating meaningful, future-shaping digital experiences. The listing invites applicants to join a small, multidisciplinary team in a remote-friendly environment.
- Jobs: Senior Designer, Moniker, San Francisco
BP&O announced a job listing for a Senior Designer position at Moniker, a San Francisco-based identity studio known for its work with major technology and cultural clients. The role focuses on developing scalable brand systems across digital and physical environments and is open to remote candidates with West Coast time overlap.
- Portal: Midweight Designer, Base
BP&O announces a job listing for a Midweight Designer position at Base Melbourne, the newest branch of Base Design. The studio is a small, collaborative team working across diverse industries including arts, fashion, architecture, and tech, and is seeking a concept-led designer with skills spanning brand, digital, motion, and campaign work.
- Introducing Portal
BP&O founder Richard Baird introduces Portal, a new platform designed to connect creative studios with talent. Built on the existing audiences of BP&O, LogoArchive, and BrandArchive, Portal integrates job listings with an upcoming applicant tracking system to streamline hiring for design studios.
- New Branding for Hank's Bagelry by Studio Ongarato
BP&O’s Richard Baird reviews Studio Ongarato’s rebrand for Hank’s Bagelry, a growing Australian bagel chain. The identity centers on a charming illustrated mascot by Shoba Tsuchiya, paired with ITC Cheltenham type and a playful color palette. The project demonstrates restraint and personality, delivering a distinctive yet simple brand system for expansion.
- New Branding for Muse Group by Collins
BP&O reviews Collins’ new brand identity for Muse Group, a suite of music creation platforms including Audacity and MuseScore. The rebrand unifies the company’s products under a cohesive visual system inspired by musical structure and improvisation, featuring a custom typeface family and motion-led assets. Richard Baird praises the expressive, modular design but notes challenges in rollout and in-house implementation.
- Logo & Branding for Sigma by Stockholm Design Lab
BP&O features Stockholm Design Lab’s comprehensive rebrand for Japanese camera manufacturer Sigma. The new identity reintroduces the sigma symbol, pairs it with custom typefaces Sigma Sans and Sigma Serif, and integrates mascots by manga artist nerunodaisuki. The project spans packaging, spatial design, digital platforms, and campaign films, balancing Japanese craftsmanship with Scandinavian minimalism.
- New Logo & Bradnign for Teller by Werklig
BP&O features Werklig’s new brand identity for Helsinki restaurant Teller, which centers on the theme of storytelling and magical realism. The identity combines a loose, whimsical logotype, expressive illustrations, and a vibrant color palette to evoke the ephemeral and imaginative nature of dining. The result is a playful yet refined visual system that ties into the artistic character of Töölö.
- Something a Wittl different
BP&O founder Richard Baird announces the launch of Wittl, a new applicant tracking system co-founded with Christian. Designed for small to medium-sized design studios, Wittl aims to simplify and centralize the hiring process through a collaborative and affordable platform. The article serves as a personal introduction and invitation for studios to try the software.
- Logo & Branding for Siuru by Bond
BP&O features Bond’s brand identity for Siuru, a new Estonian cultural institution that resists fixed definitions. The identity explores the tension between structure and fluidity through a modular custom typeface by Aimur Takk and a logotype inspired by the building’s pillars. The project balances expressive deconstruction with cohesive design elements to reflect Siuru’s evolving nature.
- New Logo & Branding for Ding by Wildish & Co.
BP&O features Wildish & Co.’s branding for Ding, a UK-based home improvement app that connects tradespeople and customers through a subscription model. The identity uses a friendly mascot, bright colours, and the Work Sans typeface to create an approachable, playful tone that lowers the barrier to getting household tasks done. Richard Baird reflects on the broader trend of mascots and 'fun' branding in digital services.
- New Logo & Branding for Veikkausliiga by Bond
BP&O features Bond’s rebrand for Finland’s top football league, Veikkausliiga. The new identity centers on the symbolism of the football scarf, expressed through a custom typeface, vibrant color palette, and dynamic patterns that convey unity and energy. Richard Baird praises the concept’s adaptability and emotional resonance while noting the need for cohesive rollout across platforms.
- New Logo & Branding for Ambassaden by Bleed
BP&O features Bleed’s new visual identity for Ambassaden, a repurposed former US embassy in Oslo designed by Eero Saarinen. The branding explores themes of identity across time, blending modernist structure with playful illustration and motion to reflect the building’s new cultural role. The project uses Neue Haas Grotesk, vivid colors, and layered paper motifs to connect past and present.
- New Logo & branding for TwelveLabs by Pentagram
BP&O’s Richard Baird reviews Pentagram’s new brand identity for AI video company TwelveLabs. Designed by Jody Hudson-Powell and Luke Powell, the work uses gradients, motion, and 3D data blocks to express the company’s technology that ‘watches’ and understands video. The identity blends conceptual depth with visual dynamism, reflecting both technological sophistication and human creativity.
- New Logo & Branding for Ten by Paul Belford Ltd
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.
- New Branding & Packaging for Hip Pop by Robot Food
BP&O features Robot Food’s rebrand of kombucha brand Hip Pop, which replaces a cluttered, illustration-heavy identity with bold, high-contrast graphics and kinetic illustrations. The new packaging emphasizes flavour, natural ingredients, and shelf impact through screen-printed cans, aligning with the maximalist trend in the beverage category.
- New Logo & Branding for ROM by Leo Burnett
BP&O reviews Leo Burnett’s rebrand for the Royal Ontario Museum, which uses a custom variable typeface developed with Colophon to express the museum’s vast archive and mission to connect past and present. The identity employs flexible typography, imagery, and supergraphics to modernize the institution’s appeal and reach younger, more diverse audiences.
- New Logo & Branding for Ultraderp by Mucho
BP&O’s Richard Baird reviews Mucho’s branding for Ultraderp, an innovative dog lead brand. The identity centers on a witty ‘U’ shaped tongue device, supported by playful illustrations and handwritten type in a black-and-white palette. While the concept and execution are praised, Baird notes that real-world applications could better match the mock-ups.
- New Logo & Packaging for Spudos by Paul Belford Ltd
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.
- CBC by Burton Kramer, 1974
The article explores the history and design of the 1974 Canadian Broadcasting Corporation logo created by Burton Kramer. It details the competition that led to its selection, the design rationale behind its radiating 'C' form, and subsequent refinements in 1986 and 1992. The piece situates the logo within the evolution of Canadian broadcasting and corporate identity design.
- Esprit by John Casado, 1978
The article by Richard Baird explores the history and design of Esprit’s 1978 wordmark created by John Casado. It details how the logo’s stencil-like Helvetica derivation and colorful palette embodied the brand’s Californian optimism and post-modern sensibility. The piece situates the design within Esprit’s broader architectural, packaging, and cultural collaborations that defined its identity through the 1980s.
- HSBC by Henry Steiner, 1983
The article explores the 1983 corporate identity for HongkongBank (later HSBC) designed by Henry Steiner. It details the historical context, design rationale, and symbolism behind the iconic red hexagon logo, which represented the bank’s East–West connections and Scottish heritage. The piece also notes the 2018 update to the identity, which Steiner criticized as unnecessary.
- New Logo & Branding for Antara 128 by Mucho
BP&O’s Richard Baird reviews Mucho’s branding for Antara 128, an avant-garde bakery and restaurant in Melbourne. The identity draws on the intersection of craft and industry, featuring a folded 'A' logo inspired by dough lamination, earthy tones, and the GT Alpina typeface. The design extends across packaging and digital applications, balancing industrial precision with warmth and material tactility.
- Mazda by Rei Yoshimura & PAOS, 1975
The article explores the 1975 rebranding of Mazda by Japanese design studio PAOS and designer Rei Yoshimura. It details how the new logotype and visual identity system helped reposition the company from a local manufacturer to a global automotive brand. The piece highlights the design process, conceptual goals, and the long-term impact of the identity on Mazda’s corporate image.
- New Packaging for PURLOM’s ’A La Mesa’ by Onmi Design
BP&O’s Richard Baird reviews Onmi Design’s packaging for PURLOM’s ¡A LA MESA!, a vibrant and chaotic visual identity celebrating family gatherings and shared meals. The design combines bold typography, retro-inspired color palettes, and lively photography to evoke the energy of communal dining. The result is a packaging system that feels both nostalgic and contemporary, grounding the brand in its familial roots.
- Spar by Raymond Loewy, 1970
The article explores the 1970 corporate identity redesign of SPAR by Raymond Loewy and his Paris-based studio C.E.I. Commissioned to unify the retailer’s international presence, the project introduced a simplified fir tree logo, extended sans-serif logotype, and a flexible red stripe system. The design retained SPAR’s recognizable colors while modernizing its image for global consistency and longevity.
- Canadian National Railway by Allan Fleming, 1960
The article revisits Allan Fleming’s 1960 design of the Canadian National Railway logo, a landmark in corporate identity history. It details the modernization context, the collaboration between CN’s public relations team, designer Jim Valkus, and Fleming’s creative process that led to the iconic continuous-line 'CN' logo. The piece highlights how the design symbolized progress and efficiency, becoming one of the world’s most enduring corporate marks.
- Black Bee Honey by OMSE
BP&O features OMSE’s brand identity for Black Bee Honey, a UK single-origin honey brand positioning itself against mass-produced blends. The identity includes a custom typeface, playful illustrations, and a character-led approach that extends across packaging and digital touchpoints. Richard Baird praises the cohesive execution and strong storytelling that elevate the brand’s premium positioning.
- Bata by Design Research Unit, 1969
The article explores Design Research Unit’s 1969 rebrand of Bata, focusing on the evolution of its wordmark and the introduction of a modular symbol system. It details how DRU modernised the identity through standardisation, new colour schemes, and Helvetica typography to unify Bata’s global presence. The piece situates the project within the broader context of 1960s corporate identity design.
- Bandai by PAOS, 1983
The article explores PAOS’s 1983 rebrand of Japanese toy giant Bandai, detailing how designer Shin Matsunaga created the now-iconic red square logo. It outlines the strategic context of Bandai’s corporate restructuring, PAOS’s design process, and the logo’s evolution across applications and product lines. The piece situates the identity within Japan’s broader design history and Bandai’s diversification into entertainment.
- AGIP by Unimark International, 1971
The article explores Unimark International’s 1971 rebrand of Italian oil company AGIP, led by designer Bob Noorda. It details how the project refined the iconic six-legged dog logo, introduced a new logotype and typeface, and established a comprehensive corporate identity system spanning signage, packaging, and uniforms. The piece situates the work within Italy’s postwar economic optimism and traces its evolution through later updates in the 1980s and 1990s.
- New Logo & Branding for Loot by Seachange
BP&O’s Richard Baird reviews Seachange’s branding for Australian coffee roaster Loot, celebrating its witty, Western-inspired concept and playful execution. The project features a bold logotype, bullet-hole motifs, and clever copywriting that extend across signage, packaging, and merchandise. Baird praises the work for its restraint and charm, calling it a return to 'smile-in-the-mind' design.
- Olivetti by Walter Ballmer, 1971
The article explores the 1971 redesign of Olivetti’s logotype by Walter Ballmer and the Corporate Image Department led by Hans von Klier and Clino Castelli. It details the evolution of Olivetti’s visual identity from its early 20th-century origins to the modernist approach of the 1970s, culminating in the creation of the enduring logotype and the influential 'Red Book' design manual. The piece highlights how the identity system balanced flexibility and consistency, reflecting Olivetti’s humanistic design philosophy.
- New Logo & Branding for Scapegoats by Strategy
BP&O features Strategy’s rebrand for Scapegoats, a Wellington-based landscaping company. The identity uses storytelling, illustration, and earthy iconography to evoke a folkloric and imaginative world that reflects the firm’s craft and creativity. The project extends across print, merchandise, and digital applications, positioning Scapegoats as 'landscaping legends.'
- INAX by PAOS, 1984
The article explores PAOS’s 1984 corporate identity redesign for Japanese sanitaryware brand INAX. Commissioned ahead of the company’s 60th anniversary, the project encompassed naming, strategy, and a flexible logo system known as the ‘space symbol’. The identity reflected INAX’s ambitions for international growth and innovation, using ‘Amenity Blue’ to convey cleanliness and optimism.
- Minolta by Saul Bass
The article explores the 1980 Minolta rebrand by Saul Bass, Herb Yager & Associates, detailing how the new logo reflected the company’s shift from mechanical to electronic and optical technologies. It discusses the design rationale, criteria, and deployment across various applications, as well as the logo’s evolution after Minolta’s merger with Konica.
- SCIC by Franco M. Ricci
The article explores Franco M. Ricci’s 1963 identity design for Italian kitchen manufacturer SCIC, founded by Renzo Fornari in Parma. It details the creation of the modular logo, early advertising campaigns inspired by pop art, and later illustrated promotions by Piero Crida. The piece situates Ricci’s work within the broader context of Italian design history and highlights its enduring influence.
- New Brand Identity for Veg NI by Jack Renwick Studio
BP&O’s Richard Baird reviews Jack Renwick Studio’s brand identity for Veg NI, a cooperative of Northern Irish farmers. The identity uses sliced stock imagery, bold motion, and playful typography to express the energy and local pride of regional produce. The project demonstrates how a small budget can yield a vibrant, cohesive system that empowers local producers.
- New Logo & Branding for Norwich Castle by The Click
BP&O features The Click’s rebrand for Norwich Castle, which uses the castle’s battlement motif as the foundation for a flexible and systematic visual identity. The design applies this architectural element across signage, print, and digital materials, supported by Franklin Gothic URW and bold colour blocking. The project balances historical authenticity with contemporary clarity and adaptability.
- New Brand Identity for Ortto by Christopher Doyle & Co.
BP&O features Christopher Doyle & Co.'s rebrand of marketing automation platform Ortto, formerly Autopilot. The project includes a new name, modular motion-based identity, and humanized visual language supported by illustration, type, and tone of voice. The identity balances technical efficiency with approachability through color, motion, and copywriting.
- New Branding for Black Star Pastry by Studio Ongarato
BP&O features Studio Ongarato’s new visual identity for Sydney bakery Black Star Pastry, created in collaboration with Japanese illustrator Noritake. The branding uses monochrome illustrations and pop-culture references to bridge Eastern and Western aesthetics, positioning the bakery as a lifestyle brand beyond food. The article praises the identity’s elegance, cross-cultural appeal, and social media readiness.
- New Branding for Next Steps by Studio Dumbar/DEPT
BP&O’s Richard Baird reviews Studio Dumbar/DEPT’s motion identity for Next Steps, an annual event by OutSystems. The identity uses kinetic typography, angular forms, and a red-and-black palette to express the speed and energy of the low-code tech platform. The project demonstrates how motion branding can embody both technological innovation and community engagement.
- Introducing LogoArchive
BP&O founder Richard Baird introduces LogoArchive, a digital research platform built with designer and developer Christian Laufenböck. The site offers over 3,000 digitised modernist logos, searchable by style and context, and aims to support designers in exploring form-making techniques. The project took two years to build and continues to grow with new additions daily.
- New Logo & Branding for Tembo by Perky Bros
BP&O’s Richard Baird reviews Perky Bros’ brand identity for Tembo, a New Jersey-based real estate company focused on community and legacy. The identity features a hand-drawn elephant symbolizing patience and care, complemented by crafted materials and subtle motion elements. The project balances digital immediacy with tactile, deliberate design choices that reflect Tembo’s values.
- LogoArchive Ukraine
BP&O’s article by Richard Baird highlights LogoArchive Ukraine, a limited-edition zine designed by Ukrainian designers Victor Hupalo and Maryan Ivasyk. The project documents Ukrainian logo design history from 1960–2000, produced with support from WithPrint and G.F Smith, with proceeds benefiting United 24. The publication emphasizes cultural preservation through design and independent publishing.
- New Branding for Jupiter by Triboro
BP&O’s Richard Baird reviews Triboro’s branding for Jupiter, a new Italian restaurant at Rockefeller Center. The identity draws on celestial and elemental themes, featuring zodiac-inspired illustrations, hand-lettered typography, and a bold color palette of fire, ice, and gold. Triboro’s work balances expressive artistry with practical hospitality applications, reinforcing its reputation in New York’s restaurant design scene.
- New Brand Identity for The Wool Pot by Seachange
BP&O reviews Seachange’s brand identity for The Wool Pot, a New Zealand company producing biodegradable wool plant pots. The identity uses a simple sheep motif, earthy materials, and a restrained color palette to communicate sustainability and utility. The project extends across packaging, campaign materials, and digital applications, reflecting Seachange’s experience with eco-conscious brands.
- New Logo & Branding for HUB Residential by DNCO
BP&O reviews DNCO’s new brand identity for HUB Residential, a UK property developer focused on community-oriented living spaces. The rebrand introduces a dynamic, animated logotype and a warm, natural color palette inspired by modernist design, reflecting HUB’s progressive values and human-centered approach. The article discusses how the visual system conveys growth, connection, and trust within the housing sector.