Hej Ruth

It is always a relief when an institution with serious history decides it no longer needs to spell out what it does. Mucho understands this quiet confidence, stripping away the publishing part of the name for An open A and one dropped word turn Alianza into a cultural brand and letting a generous, open letterform do the heavy lifting instead. Meanwhile, the perpetual motion machine of rebrands trundles on elsewhere, though at least Koto’s new branding for restaurant discovery app Franki feels lively, thoroughly human, and just the right amount of cute manages to avoid looking like every other tech platform on the grid by leaning into actual charm.