60|40 consists of three independent artists committed to bringing the applied arts into the 21st Century. They aim to expand the environment for experimental applied arts through their work and writing, as well as make public a passionate commitment to the future of craft practice in the UK. 60|40 approached Purpose to create a bold identity for the newly launched group. The new identity had to challenge current perceptions of contemporary crafts, which are perceived by many as stuffy and old fashioned. 60|40 needed a logo that could work as a stamp of ownership. Our response was to create a confident identity rooted in the balance and ambiguity of the 60|40 name.
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