Other Criteria
An evolving and playful identity created for the publishing company Other Criteria, which produced books, artist editions, clothing and merchandise. The company had physical stores in London and New York as well as a strong online presence. The biohazard symbol provided a conceptual starting point, redrawn using various shaped scalpel blades to produce an elegant monochrome logo. The visual identity was expanded through publishing catalogues and advertising campaigns that made use of imagery from heavy industry and nuclear energy facilities as opposed to simply reproducing the books and editions. The intention was to foster a strong visual language not solely reliant on the artists, according with the innovative and provocative nature of some of the work published. Beard also collaborated with the architects on the design of the spaces of the stores in both New York and London.