No Bumping!


We can’t think of a project much more awesome than branding a new go kart track for the summer. The Salisbury Speedway is soon to be opening in (you guessed it) Salisbury, Massachusetts in the very near future. You could say we are super excited to be in the driver’s seat for this type of project. Both the design team here at Alphabet Arm and the owners of the track agreed we would draw on old filling stations of the 1950’s as inspiration for the new logo and branding. For this particular project, we want to hand-draw a classic looking script to contrast the blocky “speedway” typeface. We’ve dabbled in creating custom scripts in the past, but this was a chance to really immerse ourselves in the tedious process of drawing the thick and thin strokes, as well as the hours of pulling points and finessing the bezier curves. Here are some process images.



Initially, we were very pleased with how the the “Si” ligature worked out. But, unfortunately we had to lose it and the swoopy “y” which just didn’t fit into this particular lock-up. We added some speed lines onto the “S” and “l’s” in order to give the type an extra bit of flare. Here is a larger image of the final script:

We’re currently working on a signage system, stickers, t-shirts and a custom paint job for the ticket booth and shop on site. We’ll post more images once it all comes together. Buckle up!


Pretty Green*

Recent Logo Projects | Wednesday, June 22nd, 2011

Ecologically responsible gardening and landscaping is the focus of our new client, Mow Rake Sow. The company’s mission includes using all electric equipment for landscape services — something we can certainly support. The aim of designing a new logo was to emphasize the eco-friendly aspect of the business as well as create a unique aesthetic which would set them apart from other landscapers. We found the company name, Mow Rake Sow, particularly inspiring. Our approach was to design a logo that literally illustrated each of the three services in the name. We agreed the mark should have a clean, modern look while avoiding the visual clichés that seem to grow like weeds in this industry.

*The headline is a reference to an amazing song by The Jam. If you don’t know it, you should.

Sing along with Ollie

Recent Logo Projects | Wednesday, June 15th, 2011


Singer-songwriter, Ollie Childs, asked us to design a new logo for his fourthcoming album (coming soon) and other related materials. We opted to create a original type treatment crafted from the ground up. The mark itself draws influence from the pop sensibilities inherent in the music as well as Ollie’s British background — both of which comes through in this “Mod” inspired logo. Our goal was to create a treatment that was unique and memorable enough to be used on it’s own, but subtle enough it could take a back seat when used with photography. We also designed a new logo for Ollie’s independent record label. Non-Drip Gloss Records is a reference to Ollie’s blue collar roots.


The Man known as Pan.

Recent Logo Projects | Wednesday, June 8th, 2011

Another superlative day, another superlative logo…

Pan the Man (PtM) is a Boston based wholesale, retail and lifestyle brand of apparel built around a social network for those who Live Superlative™. PtM has planted its flag in the ground, claiming as its constituents all who are entrepreneurial, driven, open-minded, creative and young at heart.

During our initial meeting with the PtM team, there was some discussion of the word Pan (within the logo) taking on some human characteristics. Once we better understood the philosophy behind the brand, the idea of buttoning up the logo with a classic fedora and an all-knowing smirk, made perfect sense. This logo, in particular, was developed to be atomized down to a simple, one color Fedora + Smirk that can be used to brand the apparel line.

While the formal site is being built, you can find PtM elsewhere on the interwebs, friend them on the Facebooks.


I Know You’re All Jello!!!

Heyyyyy Yooooo,My Name is Silvi and I just started here at Alphabet Arm as a Design Intern for the summer. I know you all love Alphabet Arm, and let me tell you that it is incredible being here. It was one of the happinest news I received that I would be interning here with two amazing designers and people.
I graduaded from NESAD at Suffolk University this May with two degrees in Fine Arts and Graphic Design. I’ve been attending art school ever since i was 6 yrs old. Life doesn’t make sense to me without art in it. The work that I do goes from, Printaking, Letterpress, Graphic Design, Illustration, Web design and Animation. I love how a piece of art has it’s own life, from conceptualization to realization. I’ve always known that Art was the path I’d be on for the rest of my life. Being able to translate and convey the ideas fermenting in my brain into a tangible form and then share it with the world still amazes me. I actually find the whole process almost shocking. Design should make us think, surprise, fill us with wonder and exhilarate our senses.
Being an artist makes everything I do that much more stimulating and intoxicating. Sometimes even my bike rides get so exciting, looking up at the clouds and cooking up some great idea that I can’t wait to share with the world. Being at Alphabet Arm makes all this goodness happen and I can’t wait to sink into more design as the time passes.
If you’re feeling bored and such, you can check out my work here:

Thanks for reading, Silvi


Let the Looting Begin…

Recent Logo Projects | Wednesday, June 1st, 2011

Alphabet Arm just wrapped up a logo project for a new retail shop in Turners Falls, MA. The owners came to us with a cool concept and a great name. Loot, the shop, will feature found, archival goodies ranging from large scale industrial pieces to smalls. During our initial meeting with the owners the idea of a mascot was proposed and one of them shared the idea of a raccoon. We argued (respectfully – mind you) as to which of us would tackle the mascot illustration. Although this final solution was proposed along four different logo treatments, the owners felt he spoke to them. He, whom we have affectionately named Leo, was initially sketched in a tiny Moleskin and redrawn in Illustrator.

The type treatment was born from simple geometric shapes which seemed to compliment the playful character of Leo without being redundant.

We are currently designing die-cut business cards, overarching branding, signage and consulting on the exterior of the shop front. Stay tuned to for it’s anticipated opening. Stop by and see Leo if you find yourselves in Turners Falls.


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