Based on a favourite piece of retro signage, belonging to Mimco’s founder Amanda Briskin, this irreverent logo was designed to be a constant and recognisable icon against an ever changing backdrop of patterns and textures.

Designed in 2000, the attention seeking word mark includes an exclamation mark that is still turning heads today.

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Ty creates work that is reflective of his client, which he did so successfully over two decades ago for my brand at the time, Mimco. The value of a long lasting identity is profound, and is in my view part of the investment in a unique brand experience that can become iconic and timeless rather than fashionable and momentary.

— Amanda Briskin