Christie’s is the world’s oldest auction house, and wanted their brandmark to reflect that heritage. Signal collaborated with design director Diana Salzburg to step back from their slick 1994 rebrand and explore a refresh of their midcentury logo lockup that would leverage two and a half centuries of brand equity.
Salzburg sent us to St. Paul’s church in lower Manhattan, where George Washington went for Sunday services, to sketch the incised memorial lettering on the back wall. She was particularly interested in what she called ‘the Prada R.’ The portrait of James Christie was flipped to face rightward, toward the future, and simplified to provide a recognizable likeness even at 1/4" across on the business cards. Branding by Diana Salzburg and Signal.