Brand identity for a new independent TV production company, producing Nigel Slater's new cooking shows

A key value and design objective was simplicity, as well as using the sloe berry and the concept of slow speed to represent the considered cooking process. Working from the image of a plucked sloe berry,
the final abstract mark was constructed from two circles, working it’s way into the type through
the “O”.

The images below illustrate earlier design comps, leading to two final design options and showing the logo in context.
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"Just seen the logo on the credits ‘end board’ as it will be broadcast. Just cannot tell you how happy we are with this. Thank you so much for all your hard work and genius."

Nigel Slater

SLOE FILMS

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Concept: Dušan Tomić, onlab

Art direction: Joe Lovelock

Designers: Joe Lovelock, Dušan Tomić

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