Originally founded as an impromptu umbrella title for a group of designers, Rotary Alvin became an interesting exercise in ID design development. Having a consolidated logo “branded” the group’s output, providing a consistent group identity. But it couldn’t intrude on the group’s raison d’être, creating stunning design work for outside clients.
The “Rotary” part of the name suggests a wonderful visual. Namely, the long-departed rotary telephone. Arcing dots are surprisingly effective in suggesting the dial of a Western Electric desk set. You get just enough visual information to make the connection. And the dots tie in beautifully with the dotted lowercase I in “Alvin”.
Adding to all of this carefully restrained nostalgia, the clean, sharp letterforms of Gill Sans give the entire design a through dose of retro-futurism. The result is a vibrant, cohesive concept—straight from the golden age of wireless.