A Third-Generation Print Shop Gets Nine Logos Instead of One

Phillips Print, a third-generation family-run printer based just outside London, has a new visual identity. Designer Laura Clink, brought in by current director Liam Phillips, built the identity around a flexible system of nine different logos rather than a single fixed mark.

Clink says the strength of Phillips Print lies in being the opposite of a big corporate brand: the business is built on handshakes, repeat business and knowing customers by name. The identity needed to capture that personal, local character rather than feel overly polished.

A bold, custom-drawn wordmark is accompanied by the nine logos, giving the client freedom to experiment across applications from company merchandise to the football kits of Letchworth Garden City Eagles, the local team Liam Phillips played for as a kid.

Because the core deliverable was a new website, the branding needed to translate easily into digital space while holding onto its identity as a print-based company. Clink notes that Phillips was constantly printing flyers, stickers, merch and vinyls and sending her the results as he tested them, which let the pair see how the identity behaved in the real world as they developed it.

The outcome is a system built for a small, relationship-driven business rather than a polished corporate one, carrying its character through multiple marks instead of a single logo.