Hingston Studio Brings Branding to Life with Ampersand Building Lobby
In perhaps one of the most complete and novel displays of fusion between branding and architecture, UK creative firm Hingston Studio was commissioned by London’s Ampersand Building to design a logo. The clean and modern take on a time-honoured symbol of concatenation is refreshing on its own. The lines radiating along the ampersand’s points of convergence present a design that is clever and easy on the eyes. The logo was received so warmly that it would be implemented as central motif of the building’s reception lobby. While logos on walls in such areas are not an uncommon, the designers sought for more dramatic effect, using unconventional materials and multiple levels of dimension. The logo is effectively baked into the lobby, extruded from its environment with its trademark lines converging through walls, desks, furniture. The result is an effective focal point that catches the eye, and naturally draws in newcomers. The building process was also quit laborious and intensive, as described by Tom Hingston in his interview with designboom:
“Although the scale and scope of the design created a number of different challenges, some of the specifics have been truly mind-boggling! our design required the work of 8 people, across 4 different trades, over a total of 2,626 hours. this doesn’t include the 3 weeks to conduct the on-site installation. the ceiling raft craft was crafted from 2 logs of oak veneer over a period of 3 months. for the back wall, the total length of brass used was equivalent to a circuit of an olympic running track. the reception desk itself literally weighs a tonne. one tonne of solid american oak, bespoke and polished brass slats along with the two steel supports that were needed to be the framework. to accurately align the desk with the radial array on the concrete wall behind it, the brass slats had to be each individually cut by laser.”
All images courtesy of Hingston Studio, who can be followed on Instagram and Twitter
All images courtesy of Hingston Studio. View more at their home page or visit them on Instagram .How FinePrintArt.com Maintains Its Ad-Free Creative Platform
FinePrintArt.com is a unique platform developed and maintained by Fine Print New York, experts in the restoration of antique, rare & damaged wallpapers. This collaboration allows this website to offer insightful, ad-free content on creative artists and the evolution of visual branding. Fine Print's expertise in restoring vintage designs directly informs the rich, well-researched articles found here, showcasing our commitment to both historical preservation and contemporary artistic exploration.
Meet the Founders: The Creative Minds Behind Our Platform
Joseph Gornail a distinguished printer/photographer and the visionary behind Fine Print New York, hails from SoHo, Manhattan. Rooted in a family tradition of NYC printing, Joseph mastered the craft as a teenager. His significant impact on the New York printing industry ignited in 1996 with Dolo Records/Stretch Armstrong. He founded All City Marketing & Printing in the late '90s and co-created the iconic streetwear label Orchard Street with partners Benjamin Holloway and Greig Bennett in 1999. In 2004, Joseph launched Fine Print NYC, establishing it as a leading commercial printing firm. The company debuted with a landmark project for Nike, epitomizing innovation and resilience in the modern digital landscape.
Steven Garcia a prominent designer/illustrator and creative director at Fine Print, originates from Bushwick, Brooklyn. A graduate of Fashion Industries High School and the Fashion Institute of Technology (F.I.T.), Steven has carved a notable path in the design world. His early career highlights include a role as a sought-after professional retoucher and storyboard artist at Saatchi & Saatchi in 1996. Embracing his entrepreneurial side, Steven founded ShinyDesign in 1998, which later became a key design partner for Fine Print NYC in 2004. His extensive portfolio features collaborations with elite brands such as Snapple, The Waldorf Astoria, Netflix and Sony, cementing his status as a key influencer in New York's vibrant advertising & design industry.