It was time. There had never been a rigorously crafted identity for David Collins Studio. For a long time, this had a certain appropriate charm. The identity was not wrong, it just was not fitting anymore.

You are who you collaborate with, and with Bibliotheque Design we researched and analysed the reasoning behind, the purpose and the ambitions of David Collins Studio since its founding in 1985.

A complex dialogue that recognises the importance of heritage but also the importance of evolution. Of classicism and grace, and of provocation and subversion. That which is beautifully unpredictable.

It was deemed to be critical that the identity would confidently resonate with the sense of rigorous efficiency and responsibility that contemporary design must commit to.

This is a lot for three words to do. We pondered over the possibility of composing an identity that conducted these frequencies.

Then there was the epiphany that, in an age of technological precision we should commit to using a hand-drawn, bespoke font. This resulted in a lot of concentrating and demanding work for the Bibliotheque studio – for which we are sorry.

And then we saw it. Even in its unfinished and unrefined state it stunned. It was deceptive, unconventional and intriguing. And it was very beautiful.

David Collins Studio hums with constant debate about aesthetics and form. It was a rare moment for everyone to agree on this gorgeous convergence of classic and contemporary. The precise and the nonchalant. Dignity and abandon. Belonging to no particular era. Timeless and free of preconception.

It makes sense.

A colour was always going to be difficult to select. Of course, the expected route would involve a blue. A perfect blue. Obvious, and that was the problem. To be obvious is not always attractive to the provocative. We abandoned the notion of strategy and locked on instinct.

A handmade paper stock from Japan. We will not say where for good reason. This colour and texture consumed us. Again, a rare David Collins Studio moment where everybody present agrees.

And there it is. an identity. One which The Studio wears as opposed to an identity that dominates The Studio. A simple difference but one which is critical.

More importantly an identity that is difficult, nigh impossible, to date. Three words which connect history, legacy and contemporary significance with a forward mind.

For the digital manifestation of the site, we reached out to Future Corp. The online world which they have created defines our future: it is contemporary, it is bold, it invites others to express their interpretations of our work. It is also very beautiful.

Intrigue, beguile, enchant, provoke. With quality, responsibility and the understanding of value.

Terence Donovan was a fashion and lifestyle photographer and filmmaker who lived in London.

Kensington Leverne is a photographer living in London.