Sam Tootal is a commercials and film director in London with clients including BMW, Coca-Cola, BBC, Sony, and Warp Records. Sam has a distinct visual style and unique character. His work often takes an unusual or surreal view of the ordinary and everyday.
Sam approached Manual to create a distinct bespoke personal identity and website. The brief was to create an identity that was an unsentimental modern take on an early 20th century monogram. The challenge was getting the reference just right, without it looking too contrived and like a pastiche.
Our solution was not to simply create a standalone monogram, but an idiosyncratic typographic system, used so consistently that it also becomes a logo in itself. We developed a decorative monogram featuring his initials alongside the number 73, the year in which Tootal was born. The slightly awkward and odd design is foil stamped in gloss red across a range of stationery items.