Skip to main content

Milk, creating an iconic anti-brand

MILK. A fashion empire that began in 1998 as a high-end photography studio that has since evolved into a content-based creative company. Headquartered in New York City’s Meatpacking District with an outpost in Los Angeles, MILK enables the industry’s most visionary talent and innovative brands. Over nearly two decades in working with MILK, we constantly worked to stress their core ideas of creativity, community, hospitality, and the embodiment of downtown cool without ever once mentioning “space for rent."

© Winnie Au

Our overarching objective since day one was to create an identity that was incredibly iconic with a logo that functioned as a symbol more than a word. In early applications, we always used the translucent logo; a reference to light and photography.

Geoff Cook, Partner

The MILK ad campaigns were always about the creative content that was produced there, never the space or services.

Min Lew, Partner

For locations, we strived to appeal to the location teams, a community with a very different vibe than the refined world of fashion. Here, we heavily referenced street, tattoos, and heavy metal.

Geoff Cook, Partner
© Ben Toms

The visual identity for MILK’s digital mixes fashion feeling and digital / tech abbreviation of the name.

Arno Baudin, Design Director

Anyone who knows MILK’s Gallery and its row of iconic, pivoting glass doors will quickly understand this logo.

Arno Baudin, Design Director

For LEGS, a multimedia content team, we developed a modular logo as creative as the studio itself.

Min Lew, Partner

Fashion, music, photography and art are always evolving. Milk Made’s imperfect, ever-changing logo embodies this.

Min Lew, Partner