CASE STUDYPaul Smith
Striped Teas and Other Goodies
DESIGN: ABOUD CREATIVE LONDON
THE FAMILIAR PAUL SMITH SIGNATURE LOGO IS NOT, IN FACT, PAUL SMITH’S SIGNATURE. It was drawn by Zena Marsh, a friend in the early ’70s for Smith’s first hometown shop, a hundred-square-foot (9.3 m2) space on Nottingham’s Byard Lane. Now, Paul Smith shops literally span the globe, with hundreds of shops worldwide.
The signature logo “was never intended to be anything other than a mark,” says Alan Aboud, principal, creative director Aboud Creative.. “It’s a tremendously tricky device to use. It works small and discreet, or massive; any kind of middle ground just looks a bit awkward. It’s only with experience that you know how big it should be or how small it should ...
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