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. 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. It took a bit of time to draw, since it needed to be a recognizable likeness at 1/4" across on the business cards. On balance, we do not regret giving him cornrows. Sometimes you have to do what you have to do.

Agency: Signal