Up next came graphic designer and creative director at Moving Brands in London, Sean Murphy, who broke the run of ‘V’s by ￼ choosing a curiously compressed letter ‘E’. Sean grew up hand- drawing the exotic logos of the fashion brands favoured by the ‘football casual’ subculture of his youth – just for fun – so his interest in this area of branding design started very early... Yet Sean has become a bit bored of late of the homogenous vernacular seen in clothing brand logotypes, with the same styles of typeface and the same layouts constantly used to make labels look more legitimate, or just ‘nice’ in a safe way. Sean’s choice, the horizontally squished ‘E’ comes from something that breaks the mould, and all the rules (“not that there are any”) - the logo of Pleats Please, which is a sub-brand from pioneering Japanese fashion designer Issey Miyake. The logo itself was (shock horror) not designed by a graphic designer, but by Tokujin Yoshioka who is highly creative, but more of an artist or interior designer. It is a logo that would “make a type designer flip out”, yet also visually striking and highly memorable. Best of all it is conceptually strong when you know that it is for a brand that specialises in beautifully pleated clothes, that are themselves created by compressing huge bits of fabric into many folds.