New and old for Express Dairies identity

The logotype that features within the Express Dairies first annual report is not the original marque created by Minale Tattersfield & Partners.

This version of the logotype was designed by The Hallmark Partnership at the same time that The Hallmark Partnership designed Express Dairies milk packaging.

The original design was refined to improve legibility and stand out.

Peter Hilton

Director

The Hallmark Partnership

London EC

The picture featured was from within the annual report (shown bottom) and shows Hallmark’s earlier work. Minale Tattersfield’s new identity is on the report’s cover (shown top) – Ed.