Oblong. Modular identity system developped for the Canadian paper manufacturer oblong. The identity’s interchangeable circular pictograms are a representation of the brand’s vast and diverse paper offerings.

Task: Design / Identity







fig a. (above) The initial configuration of the pictogram uses the “o” as a grounding element to create a four element grid. The shape of the oblong “o” echoes the iconic paper rolls found in paper mills.










fig b. (above) A pictogram system is then developped to provide flexibility and playfulness to the identity.