Classic Logo: H.Christensen & Søn, 1980
Ole Friis' 1980 logo for paper manufacturer H.Christensen & Søn
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H. Christensen & Søn was a Danish paper wholesaler founded in 1949. It became a subsidiary in 1966, acquired by De forenede Papirfabrikker as it tried to adapt to the new times by acquiring paper wholesalers and rationalising production. During this time, the company traded under a monogram contained within a diamond, later updated during its acquisition, moving from the industrial aesthetic to something more elegant. In an effort to further modernise its corporate image and communications, a design competition was set up by the firm in 1980 to find a new logo.
The publication ‘Logo 80’, put out in connection with the competition and the centenary of the firm, showcased the 898 proposals that were put forward. This publication contained a diverse variety of ideas and had the character of a logo inspiration book. Designers submitting work included Rolf Lagersson IDD, Jørgen Bak and Ib Borup. Many of these ideas explored folding and curving paper in three dimensions.
The winning design was created by freelance graphic designer Ole Friis, a graduate of The Graphic College of Denmark, who had a background in sign painting at the Københavns Skiltefabrik.
The logo was conceived of as a stylised letter ‘c’ set within the negative space of curved plains that brought to life the printing process with its rotating rollers and moving paper. It alluded to the nature of the business but also, by combining it with an initial, felt distinct from other similar ideas in the industry whilst remaining simple.
The logo was described in the design journal DD Bulletin No.7, September 1981 as being ‘simple but at the same time of graphic significance’. And commented on it being far more ‘applicable both in big and small sizes’. It differs markedly from the previous logo in tone and through its extensive use, beginning in 1980 contributed towards giving H. Christensen & Son A/S a more modern profile.
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Ole Friis is to be commended for a logo such as this. He made sure to craft an identity for a company that means well.