Ken likes me. He really, really likes me.

Ken Deckinger was born to be an entrepreneur, it was most likely coded in his DNA. After re-branding his innovative dating start-up, Jess, Meet Ken, we’ve often discussed collaborating on other ventures. Beyond being a loyal Alphabet Arm supporter, Ken just happens to be a peach of a dude. So, when he asked if I would be willing to participate in his new VLOG series – I agreed, with one exception – we create a logotype for the series. He immediately proposed the idea of revealing the logo treatments as the basis of the episode. Plus, he gave me asparagus (okay, he hand picks vegetables or fruits to share with all his guests). You will just have to suffer through the 4:19 minutes to see which logo he selected.



Here are a few of the other proposed logotype options:



Not trying to drone on…

Art Direction,Branding,Packaging | Thursday, March 31st, 2016


Alphabet Arm was engaged to design the packaging for the eBumper 4, which is developed by our client Panoptes. After designing the eBumper logotype and overseeing a photo shoot, we worked closely with a terrific packaging printer regarding the box logistics and finishing options.



The eBumper packaging design draws inspiration from the thoughtful integration that the product itself employs. Pairing that inspiration with a restrained, simple layout, a pop of branding color palette and a lovely matte varnish. In short, we’d like to think this packaging delivers (take that Amazon!)


Panoptes engineers products that provide collision protection to unmanned aircraft. Named for the Greek mythological being who could see with one hundred eyes, the Panoptes initial technology product, eBumper, uses a sophisticated set of sensors — or eyes — to keep the aircraft out of harm’s way in a windy or cluttered environment. Pretty awesome stuff, we were just shocked to learn most drones don’t already have this safety feature included within their native GPS system, yikes. Fly those drones safely people!



Read This Rider

Branding,Recent Logo Projects | Friday, March 4th, 2016


Rider is a contemporary bistro located in Williamsburg, Brooklyn launched by James Beard Award-winning chef, Patrick Connolly. The menu at Rider will focus on a variety of innovative and soulful dishes. The interior space is a stunning balance of natural and industrial materials, high design and inherrant warmth. The name “Rider” comes from the idea of a ‘hospitality rider’ that recording / touring artists submit to a venue prior to their arrival. The name is a nod to the restaurant’s relationship with National Sawdust, the new music venue and artist incubator space with which Rider shares its location. Chances are you’ve heard the legendary tales of (the late, great) David Bowie, Brittany Spears and Van Halen’s riders?


The Rider logotype consists of a family of custom type forms that embrace the bold, minimal and industrial attributes of the physical space. Part of Patrick’s creative brief to Alphabet Arm was to “avoid all the commonly used logo trends of Brooklyn at the moment”. That of course played nicely into the Alphabet Arm mode of thinking. The final visual identity system is a modular set that can be atomized down to a simple R icon. The logotype itself – featuring no counters within the letterforms – naturally lends itself to double as a stencil.




After developing a tertiary color palette and rules around complementary typography for the business card suite, Patrick and his team have taken the branding & application guidelines and run with them! Check out their Instagram feed for the latest and greatest and hold the dog gone brown M & Ms!




Heart of Filth



As a designer, sometimes you have to opportunity to create a visual identity for a cause, brand or service you are passionate about. We consider that a win / win. Such the case with the Wallfilth logotype. If you are even remotely familiar with Alphabet Arm, you probably are familiar with our love affair with Instagram. It just so happens we are drawn to, and tag a great many images with ye olde hashtag > #wallfith. The Wallfilth account itself is a lovingly, curated feed overseen by the talented @shell_kr. The logotype is intended to play off the depth and dimension of a corner of a building. Naturally – the aesthetic of the type treatment needed to compliment the feed’s gritty, peely, textured images. Keeping the legibility and scale top of mind was key, given the fact a great many of the feed’s fans view on a mobile screens. Initially, we debated whether or not the “positive” version (black logotype on white field) was reading better than it’s “negative” counterpart. Ultimately, Team Wallfilth felt they both held up and they are used in conjunction with one another. Like stated previously, win / win.





Down on the Farmstead

Seven Hills Farmstead is a specialty food business located in Rutland, Massachusetts. They select the freshest, most wholesome, locally produced ingredients from neighboring farms and use them to create their traditional, rustic Italian recipes.


The Seven Hills visual identity and branding system needed to reinforce these principles. Hand-crafted, rustic and simple. Early within the design process, we realized the lock-up (typography + graphic elements + exterior shape) itself, needed to flexible and modular. Being able to “atomize” the lock-up down to the root logotype, would only add to the identities’ usage. The final system:



Seven Hills Farmstead has committed themselves to providing customers with simple, clean, and savory specialty foods… sign us up!





Be a Deer and Check this App.

JMKbloggeryDo you know a simply fantastic lady searching for an equally impressive fella? Using the Jess, Meet Ken dating site + app women recommend the great guys they know to other single women. What could be more powerful than that?
Given the unique backstory and decidedly different approach of the dating site, it felt appropriate we take an equally unique approach to the visual identity and branding. Avoiding the pitfalls of commonly used design aesthetics within their industry, we opted to let the doe + buck represent the service. Imperfect, human, and quirky, just like true love!




Heavy Artillery

Recent Logo Projects | Wednesday, January 6th, 2016


Bullitt is both a platform and a network – and together they help to find and license the best music for video content. Producers, editors, and music supervisors use Bullitt to test and manage the music sync choices for their video projects. The Bullitt Music Network offers users access to an incredible selection of music resources. Bullitt02The minimal, clean, modular logotype system re-enforces the simplicity of Bullitt’s service model. Custom built, bold and to the point.


Lounging with the Logos

Hey, We're Published,Recent Logo Projects | Tuesday, December 29th, 2015

Heck yes! What an ideal way to wrap up to 2015, LogoLounge just released the 9th volume of their renowned logo design series – and wouldn’t you know – five of Alphabet Arm’s logo projects made the cut?!?! Its always a kick to have our visual identity work recognized and published. Big congrats to our clients, Promoboxx, G2 Tech Group, Heart, Panoptes and Bridj. Happy 2016 to you and yours (perhaps we can develop your new identity that just might make LogoLounge 10!).



Just what the doctor(s) ordered…

Before + After,Recent Logo Projects | Wednesday, December 23rd, 2015

ZappRx has revolutionized how specialty drugs are delivered. ZappRx offers a secure online, collaborative platform that allows patients, health care professionals and pharmacists to work together to deliver specialty medications faster.ZappRx

Their visual identity needed to reinforce this innovative platform with a forward-facing, clean, and energetic aesthetic. A healthy color palette was also prescribed – and there you have it – looking better already!



Uber Rides = Good for Business

Last March, I was in an Uber headed to the airport leaving the frigid winds of Boston behind for a week in California. As one typically finds while riding in an Uber, the conversation was inspired and interesting. Turns out, the driver was a savvy, Haitian entrepreneur biding his time until he launched his coffee + produce import company.

As he handed me his business card, he immediately apologized for the quality of printing and paper stock (note to budding entrepreneurs, it doesn’t make for the most confident, first impression when you apologize right out of the gate for your branding + materials). As you might imagine, the conversation quickly changed once he asked what my chosen profession was. He mentioned his need for packaging design, and by the end of the trip we had plans to scrap the existing visual identity (and business cards) and develop an entirely new aesthetic. After learning more about his vision for the company and what differentiates them from the competition, we decided to add “Naturals” to the company name. Here is the updated Horizon Vert Naturals visual identity and business cards:






Logo prior to re-branding:HVNoldscan


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