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Milk: the creation of an iconic anti-brand

MILK. The fashion empire that began in 1998 as a high-end photography studio has since evolved into a content-based creative company. Headquartered in New York City’s Meatpacking District with an outpost in Los Angeles, MILK empowers the industry’s most visionary talent and innovative brands. Over the past two decades in working with MILK, we have constantly highlighted their core values of creativity, community, hospitality, and downtown cool – without ever mentioning “space for rent”.

© Winnie Au

Our overarching objective from day one was to create an incredibly iconic identity with a logo that functioned more as a symbol than as 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 the locations, our goal was 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 DGTL, a platform for film and print production, plays with codes from the world of fashion and the tech startup industry.

Arno Baudin, Design Director

Anyone who knows MILK’s Gallery, with 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