James Taylor

By @parkerdotstudio⁠ ⁠ In their branding for Picco, an AI-powered software tool, Parker leaned into the imagery of nostalgia. Embracing the visuals of analogue office tools — think fax machines, paperclips, typewriters — the Seattle-based design studio crafted an identity system that contrasts the old with the new. The juxtaposition highlights Picco’s role in modernising workflows — as Founder & Creative Director Tyler Eide puts it, the visuals are a playful way to say, “Look how far we’ve come.”⁠ ⁠ Meanwhile a nimble bird logo and wordmark bring speed and agility to the identity. Initially developed with performance brands in mind, the wordmark maintains a subtle athletic energy that pairs harmoniously with the “sweetie little bird”, which, Eide adds, “felt lighter and more graceful than anything else. A squirrel just didn’t fit the bill.”