I found myself superbly lucky to speak with the creative director who worked on Imperial Woodpecker’s brand and image.

For this mark the director (Jelly Helm) rummaged through typefaces dating back as far as the 18th century, matching, cutting, comparing, building, and finally composing this final face. It is so excellently fitting for the project as the actual bird, the Imperial Woodpecker, is extremely rare, if not extinct. The arrows indicate a “wait, which way do we look?” vibe, and in each painting used behind the logo a hidden Imperial Woodpecker waits for you to discover him.

Charming!