Hornall Anderson hired me to draw the lettering portion of their 2011 redesign of the Quaker brand. This project was an interesting challenge. Quaker is an old company and the lettering needed to reflect that. But, the lettering couldn’t look old and modernizing a logo from the company’s past was not an option. Hornall Anderson had worked out an overall lockup structure for the logotype that Quaker had approved. I drew this lockup in a variety of classic American lettering styles. The result was something that felt like it had heritage, but was actually completely new and proprietary. The redesign received significant acclaim in the branding world.
Agency: Hornall Anderson
