A surprising must have graphic book that creatively delves into the margins between image and perception
The book B®AND MUTATION offers a look inside the mind of award winning designer Wim Vandersleyen - collecting a series of hybrid logos he ingeniously created over the past four years. What started as a playful idea grew into a full-fledged series and bundled up in this iconic graphic pocketbook.
The hybrid logos in the book delve into the margin between the image a brand wants to build for itself and its perceived value among people. Nostalgia, subculture, personal interest and environment play a dominant role in the associations we make. They determine why we invariably refer to a brand and trust it, or just barely.
Wim Vandersleyen created his first hybrid logo in 2019 from his all-time favourite: the Adidas logo. Aesthetically and graphically strong, and full of nostalgia for Vandersleyen. "I wore Adidas as a kid and still do," he says. The mutation of the Adidas logo was nothing more than a playful way to communicate - on his own terms - about this legendary brand. However, one quirky logo led to another, and B®AND MUTATION was born.
Wim Vandersleyen: "Iconic logos came together and fused, past and present colliding. Through tongue-in-cheek and rebellious experimentation, a whole series of hybrid logos came to life. And even better: they had something to say. Just not with words."
B®AND MUTATION
Soft cover
13 x 18 cm
112 pages
Fedrigoni paper, Oldmill 300g
A5