The Unemployed Philosophers Guild is a novelty & gifts company founded by two brothers in the mid-1990s, but we like to pretend it’s a secret society of thinkers and artists spanning generations.

The Guild had little consistency in how it displayed its unruly name; large applications like showrooms and retail displays could express the Guild’s personality, but those decorative lettering pieces wouldn’t hold up at small sizes, like on product packaging. By placing an emphasis on gesture over flourish and lending extra attention to proportions and letterspacing, this new mark sacrifices no expression, while maintaining legibility at small sizes.