Client
RODA combines the names Ron and Dave, typeset in all-caps. They offer highly technical tactile and way-finding solutions, designed for special applications to assist architects, designers, and decision-makers in supporting the visually impaired.
Wordmark
The futuristic logotype omits stems and diagonals, symbolizing the partial view experienced by the visually impaired, and reflecting the brand’s mission to promote awareness and inclusivity.
R&D Monogram
The Rodatile monogram combines Ron & Dave’s initials with an ampersand, symbolizing both their partnership and the concept of ‘research and development’ in communications and advertising. The bowl of the ampersand is delicately inserted between its stem and R’s tail, and under R’s bowl.
The R&D monogram is animated to evolve into the RODA wordmark, symbolising innovation, technical expertise, and the continuous R&D that drives Roda’s products.
The client appreciated the futuristic aesthetic of the RODA wordmark and the dual significance of the R&D monogram, as it captures both the founders’ names and the core focus of the company: research and development.
Ampersand Types
Ampersands come in various forms: some have loops, some have apertures, and some show the ET ligature, which in Latin means ‘and.’ Some emphasize the capital ‘E,’ while others feature the lowercase.
Open Ampersands
I opted for an open ampersand with an aperture, as its stem seamlessly blends with the diagonal stroke of the ‘R.’ This type of ampersand is popular among typeface designers and widely accepted across thousands of typefaces.
Ampersand Logos
Designers have a strong affinity for ampersands, which are featured in numerous iconic brands across industries like telecommunications, retail, fashion, and food, including AT&T, Bed Bath & Beyond, Ben & Jerry’s, D&G, H&M, Marks & Spencer, and M&M’s. They’re also widely used in consultancy firms, legal practices, design studios, TV networks, museums, and universities.
Negative Space
And not only that but the ampersand is oftentimes the heart of the identity design. Take the Arts & Entertainment Network’s logomark for example where it is featured in the negative space with its terminal extending into the negative space under the centre arm of the capital E. So do the Horse & Country TV channel as well as the Marks & Clerk legal practice, the largest intellectual property law firm based in the UK. Perhaps we shouldn’t explore such an overused theme.
Open Ampersand Logos
Speaking of which, the H&C monogram is featuring the open ampersand just like the one we used for Roda. And others do too: NoiréBlanc (noarayblanc), Washington & Lee University, H&R Block, Keith Holland, Colin & Me, A&W and others. It’s that common. Also, AT&T is currently using a looped ampersand but they had been using one with an aperture for over 40 years.
Pronounced Ampersands
As you can see here, the ampersand serves as the “centrepiece” of the A&W design and it is the focal point of the Barns & Noble bookstore. They highlight their ampersands in accent colours and/or different typeface families. Marks & Spencers had their ampersand highlighted for ten years as well.
Swipe & Tap, This & That, all these brands showcase their ampersands as the most prominent feature of their identity designs. Weeks & Cowling architectural design firm as well as Williams & Prum design studio both have very pronounced ampersands too.
Brand Persona
The reason why the ampersands are so popular among the designers is because they can portray more personality. Take Colin&Me furnishing for example, Colin is the owner’s cat hence the feline ampersand. Keith Holland, an Optometrist that accents their ampersand in a friendly, non-clinical kind of way.
Creative Ampersand Logos
They can also show off their creativity as with the Depken & Partner management consultancy which features a rotated ampersand that doubles as the initial D for Depken, simple yet elegant. Or the legendary Swan & Mallard pub symbol. It’s a concept art but a worthy one to include here, dude’s absolute badass.
And even when they don’t play a central role in the identity, the ampersands are still heavily used across the branding facets and marketing materials at the B&W design consultancy as well as at Deasy Hannon and Kit Noone. The Samuelseon Talbot & Partners advertising firm also uses its filled ampersand shape as a window on its marketing campaigns.
If you study how they fuse the ampersand with their monograms, you’ll notice that, well, not everyone can do it. A&G, C&C, R&S. For legibility, it’s important to avoid overlapping the ‘R’ tail with the ampersand’s bowl. Especially when the thin hairline spine is also missing. And because it’s a looped ampersand with a missing ogee curve it looks awfully similar to the beak of the S and so the top part reads RSS or PSS which is rather confusing.
The Victoria & Albert museum and its ingenious V&A monogram, where they removed the thin upstroke of the A and replaced its crossbar with the hand of the ampersand. Some may argue that they should’ve removed the thin upstroke of the V for better consistency and perhaps slant the stem of the ampersand the same way with the thick strokes.
For obvious reasons, we cannot use a lot of typefaces similar to those featured here for Rodatile. That’s just not who we are. So it’s a no for script, serifed, slanted or roman faces including those with slab serifs and beaks. Also I’d avoid exploring overused themes and playing around with negative space unless you want me to.
Proposed Monogram
I believe it has to be more technological, modern and even futuristic. With that said, I present to you, the R&D, a harmonious blend of R&D where I managed to delicately insert the bowl of the ampersand between its stem and R’s tail and under its bowl:
The ampersand’s stem and its stress are parallel to the short diagonal stroke of an R. Its finial extends all the way to the x-height. Both letters R and D are missing its stems which is a common practice for these kinds of letters among typeface designers so they’re still very much recognisable and consistent.
I hope you like it — it has a sleek, technological, and futuristic feel, making it perfect for sample packaging, architectural folders, and advertising.
Marketing collateral
Various print banners and posters were designed to aid marketing efforts:
