CASE
M!

Brief:

The Danish monthly magazine M! took up the battle with the great high-end English and American men’s magazines. A key parameter was to provide a simple, powerful expression of familiarity and distinctiveness regardless of media and versioning.

Assignment:

Logotype, basic visual universe, versioning for magazine and online use, communications line as well as deep involvement in the first three releases.

Approach:

Based in the potent naming we created a visually simple expression, letting the M’s straight lines and the !’s curves keep each other both hand in hand and in a wrestler’s grip.

Comments:

With its refreshing action-packed approach catering to young men, M! quickly became a household name. The logotype has been successfully reproduced on everything from panty edges to tank formations.

Client:

Benjamin Publishing