Helm Logo

A bespoke brand sporting spokes and felloe, Helm mans the open seas and subtly nods to its sartorial nature. There was temptation in the creative tempest to add more detail—barrel, spindle and pedestal—but these additions subtracted from the simplicity of the concept.

Seven spokes are not the usual number seen on a ship’s steering apparatus. I used this number to add more weight, direction and gravity, and to subtly hide a loose tie, v-neck or, perhaps more apropos, crew neck. While this may not click consciously, any detailed reinforcement of the concept was too distracting. Helm is no-frills, simple and understated.