Abercrombie & Kent
A new monogram system designed to capture the essence of adventure
Branding
Monogram
Logo design
The brief
Abercrombie & Kent has spent more than six decades creating extraordinary journeys across the world. From remote safari camps and river expeditions to private escapes in some of the planet’s most remarkable landscapes, each experience is distinctly rooted in place.
We were invited to develop a new monogram system to sit alongside A&K’s existing brand identity — a collection of marks that could give its individual travel experiences their own sense of character, while remaining unmistakably part of the wider A&K world.
The brief
Abercrombie & Kent has spent more than six decades creating extraordinary journeys across the world. From remote safari camps and river expeditions to private escapes in some of the planet’s most remarkable landscapes, each experience is distinctly rooted in place.
We were invited to develop a new monogram system to sit alongside A&K’s existing brand identity — a collection of marks that could give its individual travel experiences their own sense of character, while remaining unmistakably part of the wider A&K world.
The brief
Abercrombie & Kent has spent more than six decades creating extraordinary journeys across the world. From remote safari camps and river expeditions to private escapes in some of the planet’s most remarkable landscapes, each experience is distinctly rooted in place.
We were invited to develop a new monogram system to sit alongside A&K’s existing brand identity — a collection of marks that could give its individual travel experiences their own sense of character, while remaining unmistakably part of the wider A&K world.
The solution
Our starting point was the visual language of travel itself. We looked to vintage luggage labels, hotel stamps, passport marks and the monograms once used to identify grand hotels, ships and expeditions. These artefacts became both inspiration and organising principle: compact symbols capable of carrying a surprising amount of story.
From there, we created a family of bespoke monograms, each drawing on the landscape, wildlife, architecture and cultural character of its destination. Rather than literal illustrations, the marks distil these references into simple, ownable forms — designed to feel as though they might have been collected on a journey.
The solution
Our starting point was the visual language of travel itself. We looked to vintage luggage labels, hotel stamps, passport marks and the monograms once used to identify grand hotels, ships and expeditions. These artefacts became both inspiration and organising principle: compact symbols capable of carrying a surprising amount of story.
From there, we created a family of bespoke monograms, each drawing on the landscape, wildlife, architecture and cultural character of its destination. Rather than literal illustrations, the marks distil these references into simple, ownable forms — designed to feel as though they might have been collected on a journey.
The solution
Our starting point was the visual language of travel itself. We looked to vintage luggage labels, hotel stamps, passport marks and the monograms once used to identify grand hotels, ships and expeditions. These artefacts became both inspiration and organising principle: compact symbols capable of carrying a surprising amount of story.
From there, we created a family of bespoke monograms, each drawing on the landscape, wildlife, architecture and cultural character of its destination. Rather than literal illustrations, the marks distil these references into simple, ownable forms — designed to feel as though they might have been collected on a journey.
Together, the monograms form a flexible graphic system that balances individuality with consistency. Each destination has its own signature, while a shared visual logic connects the collection back to A&K.
The result is a contemporary expression of an enduring idea: travel remembered through the marks we gather along the way.
Together, the monograms form a flexible graphic system that balances individuality with consistency. Each destination has its own signature, while a shared visual logic connects the collection back to A&K.
The result is a contemporary expression of an enduring idea: travel remembered through the marks we gather along the way.
Together, the monograms form a flexible graphic system that balances individuality with consistency. Each destination has its own signature, while a shared visual logic connects the collection back to A&K.
The result is a contemporary expression of an enduring idea: travel remembered through the marks we gather along the way.
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- Online12:41 PM
Atlanta,
United States
- Online5:41 PM
London,
United Kingdom
- Online12:41 PM
New York,
United States
- Online6:41 PM
Paris,
France
- Online10:41 AM
Denver,
United States
- Offline12:41 AM
Bali,
Indonesia
- Online6:41 PM
Warsaw,
Poland
- Online6:41 PM
Amsterdam,
The Netherlands
- Offline4:41 AM
Dunedin,
New Zealand
Based in Atlanta and London, united by a global team.
Whether you're scaling a global enterprise or igniting a bold new venture, we’re here to help you grow. Let’s imagine, build, and evolve—together. Get in touch.
We are currently accepting portfolios for freelance creative positions. Email work@studiofieldwork.com. Please note that we are unable to reply to all portfolio submissions.
- Online12:41 PM
Atlanta,
United States
- Online5:41 PM
London,
United Kingdom
- Online12:41 PM
New York,
United States
- Online6:41 PM
Paris,
France
- Online10:41 AM
Denver,
United States
- Offline12:41 AM
Bali,
Indonesia
- Online6:41 PM
Warsaw,
Poland
- Online6:41 PM
Amsterdam,
The Netherlands
- Offline4:41 AM
Dunedin,
New Zealand
Based in Atlanta and London, united by a global team.
Whether you're scaling a global enterprise or igniting a bold new venture, we’re here to help you grow. Let’s imagine, build, and evolve—together. Get in touch.
We are currently accepting portfolios for freelance creative positions. Email work@studiofieldwork.com. Please note that we are unable to reply to all portfolio submissions.