Identity
U ME U is a new homeware brand from Los Angeles-based designers Dan Golden Studio. Built in the spirit of creative collaboration (‘you-me-you’), they work with leading artists and designers to produce unique collections of throws. We collaborated with them for their first collection, titled ‘Monochrome’, and provided the brand’s visual identity.
'Symmetrika' throws
Identity animation
The identity stems from conversations with U ME U’s founders: artist, designer, and creative director Dan Golden and artist, designer, educator, and writer Jen Huh. Their founding philosophy, based on mutual feeling for minimalism, elegance and space, brought to mind our hybrid art project ‘Symmetrika’, which began life as an exploration of a minimalist shape and is in the process of growing into paintings and prints as well as the U ME U throw. Each iteration changes the nature of the mark and creates a unique fingerprint.
Our design explores the space between representation and abstraction, using a single shape that works simultaneously as a repeatable form for patterns and as an abstract typographic unit that drifts in and out of legibility. The throw uses this shape as a pattern across two black-and-white colourways, while the U ME U visual identity is constructed from an original ‘Symmetrika’ typeface, which uses it to form modular letters spelling out the brand’s name.
The ‘Monochrome’ collection launches in Spring 2023 and also features works by celebrated French industrial designer Matali Crasset and Dan Golden studio. Each throw is made with a family-owned and operated mill in New York, using a seven-gauge knitting machine with recycled cotton. The result is a high-quality product with a beautiful weight and feel to it.
