Not Actual Size – Identity
When Dan Holliday, founder of The Fish Can Sing, was planning his new brand-experience agency he asked for Fibre’s suggestions for the company name. Fibre proposed “Not Actual Size”, a name that not only reflects the planning that big brand events require but the company’s proposition that they could create more buzz than traditional marketing strategies. The name stuck and Fibre set about the task of designing the identity.
“The logo is utilitarian, like a disclaimer…” Fibre’s David Rainbird explained, ”…I like the idea that when you put ‘Not Actual Size’ on something, anything, it changes it”. The stationary also features Flickr-sourced tilt-shift photography – tilt-shift being the magical effect that makes the subject appear in miniature.
With Dan happy the stationary was sent to the printers where that utilitarian logo caused some confusion – they called Fibre to enquire whether their artwork was or was not, actual size.
2007AwardsIdentityNot Actual SizePrintWebsite