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