sara marshall imagines hand lettered logos in the corporate world
sara marshall imagines hand lettered logos in the corporate world
apr 22, 2015

sara marshall imagines hand lettered logos in the corporate world

sara marshall imagines hand lettered logos in the corporate world
all images courtesy of sara marshall




‘brand by hand’ is an experimental lettering project by new zealand-based designer sara marshall that introduces the personal nature of hand lettering into the cold, corporate world. major brands have steered their graphic design towards a flat, minimalist style — a trend which has seen imagery reduced to simple, iconic representations. few colors are used, and they often employ the use of extensive negative space.

hand drawn logos sara marshall
the handmade burger king logo applied to the take-out bag




in contrast — and in response to — this minimalist movement, many people are longing for the handmade, resulting in a huge rise in popularity of hand lettering characterized by imperfections, texture and embellishment.


‘brand by hand’ explores a variety of styles and contemporary trends within lettering itself — custom scripts and brushwork, calligraffiti and contemporary signpainting — to transform fedex, burger king, subway, flickr, youtube, skype, evian and coca-cola into softer and more personal versions of themselves. the project reimagines these logos while retaining key defining elements of their original branding, both investigating the essence of the brand and testing the strength of their associations.

hand drawn logos sara marshall
fed-ex spelled out in calligraphy brush script

hand drawn logos sara marshall
the fed-ex logo applied to the side of a delivery truck

hand drawn logos sara marshall
coca-cola is printed in a gothic-style font

applied to the side of a coca cola can

hand drawn logos sara marshall
the design evian water mimics the original brand mark


hand drawn logos sara marshall
the skype logo is treated with a script font


hand drawn logos sara marshall
the flickr logomark is highly styled


hand drawn logos sara marshall
subway spelled out in hand lettering

hand drawn logos sara marshall

hand drawn logos sara marshall
tech giant samsung takes on a softer and more personal tone




  • The FedEx and Evian logos work really well. All others are cool too, but these I mentioned, love them.

  • Great idea. Very distinctive. Hope some big company commissions one and makes Sara wealthy.

    Don Gateley
  • The Coca-Cola logo was already handwritten so I’m not sure what the point was there. Coca-Cola’s website states: “When John S. Pemberton created the formula for his new drink in 1886, his partner and bookkeeper, Frank M. Robinson, suggested the name “Coca-Cola®,” thinking that “the two Cs would look well in advertising.”

    Mr. Robinson wanted his name for the new product to have an effective and dramatic style of its own. He experimented in writing out an adaptation of the elaborate Spencerian script, a form of penmanship characteristic of that day. He wrote out the name Coca-Cola and, after consultation, the others working at Pemberton’s company adopted the script by unanimous consent.”

    There is some debate over whether or not it was really Louis Madarasz who was responsible for creating the logo but, in either case, it is handwritten. Sad that it is so hard to believe that there was a time when people actually had those kind of penmanship skills and actually used them.

  • great concept and artwork! Way better than the corporate logos!

    You go Sara!

    california chuck
  • The evian one is incredibus.

    Isaac Grant
  • Awesome work! Amazing how identifiable the logos are by their colors and orientation alone


    Brandon Oelling

have something to add? share your thoughts in our comments section below.
all comments are reviewed for the purposes of moderation before publishing.

comments policy


a diverse digital database that acts as a valuable guide in gaining insight and information about a product directly from the manufacturer, and serves as a rich reference point in developing a project or scheme.

art news

keep up with our daily and weekly stories
506,094 subscribers
- see sample
- see sample
designboom magazine