8vo’s flexible identity for Uden Associates
Uden Associates, a London film and television production company, wanted an identity that would reflect the energy and flexibility of the new digital technology. 8vo’s solution subjects the company’s UATV logo to a series of graphic transformations that broadly correspond to the production process. The cassette and canister labels and the folder cover and poster are the most abstract, while the stationery is appropriately restrained. Designers like 8vo are often accused of self-indulgence, but in this case it was the client’s enthusiasm and vision that fuelled the project.
First published in Eye no. 3 vol. 1, 1991