LOOK AND GAIN INSIGHT INTO MANY VISUAL WORKS OF THE NORTH. THIS SIMPLE NAME STUDIO HAS CREATED NOTABLE VISUAL PROJECTS WIDELY WITH THE BOOK OF ITS COLLECTION WHOSE WORKS PORTRAY THEMSELVES AND DO NOT REQUIRE ANY CAPTION FOR EACH ONE
TEXT: PAKPOOM LAMOONPAN
PHOTO: KETSIREE WONGWAN
(For Thai, press here)
North: Extracts from visual identities
Sean Perkins
Unit Editions, 2023
Hardcover
300 x 230 mm
308 pages
ISBN 978-050-088-022-7
During the heyday of publishing, we witnessed a plethora of publications flooding the market each year. The landscape has since evolved, with monographs of graphic design studios becoming a rarity. This is why it is always heartening to see seasoned professionals continue to release new books for us to collect and enjoy, despite the fact that the lengthy process of accumulating materials may take up to 10 to 20 years.
North, spearheaded by Sean Perkins since its establishment in 1995, initially garnered attention through features in design magazines. Beyond that, the studio’s online presence was minimal. Glimpses of their work were found through scattered website images, while their other endeavors appeared to be carefully kept secrets. Even its simple name makes locating the studio on Google quite a challenge. The origin of the word ‘north’ can be traced back to Perkins’ hometown in northern England, which doesn’t seem to contribute anything significant to the studio’s recognition.
However, over the past two decades, North has substantially expanded its portfolio, particularly in visual identity projects. For anyone following design and seeing headlines about famous museums and rebranding projects, it’s likely that these are the handiwork of either Pentagram or North. The studio has collaborated with prestigious institutions from TATE museum, Barbican, The Mill, M+ in Hong Kong to The Magnum. The latest publication ingeniously arranges their works geographically, from the highest latitude to the lowest, showcasing their global reach from Finland’s Nokia to ventures in Australia, including notable projects for Central Group in Thailand. This approach not only highlights their diverse clientele but also underscores their innovative methodologies in navigating uncharted territories and pioneering unconventional approaches.
Intending to let ‘the work speak for itself,’ their latest book is a testament to the power of visual storytelling, devoid of any accompanying text. While this may pose a challenge for those unfamiliar with the context or background of the featured works, it also offers a fresh perspective on each piece. By opting for visuals alone, the book gradually guides readers through various scales of observation, from zooming in to focus solely on colors, to zooming out to see only flags and logos surrounding real-life buildings during application.
And as expected, the company’s biography or information doesn’t extend beyond a single credit page at the end. For those seeking detailed explanations of the projects, this book may not offer much. However, with a deliberate focus on visual communication, they meticulously curated and printed images with intricate detail. Employing up to 6-color printing in the volume, matching the complexity of each showcased piece, the book compiles works in the finest format possible. Despite the absence of text, the laborious effort is evident throughout the 300-page volume. As previously mentioned, another decade may pass before the next volume materializes, or perhaps, this edition could be the first and only compilation of North’s illustrious body of work.