‘Sexy’ by Mind Design


‘Sexy’ by Mind Design

Holger Jacobs runs Mind Design with Stewart Walker. Jacobs explains that “We Londoners are usually considered a bit stiff and there is a famous saying: ‘No sex please – we are British’.

“However, we were interested in the swinging 60s when London became sexy. Our typographic treatment of the word is inspired by the soft, psychedelic, lava lamp-like lettering seen during the hippie era. Like a big hugging blow up cushion.”


“Originally I made a quick sketch which we turned into a more defined computer drawing. That could have been the final outcome but we were interested to see how the word might look three dimensionally. At the same time we were really curious to work with one of those new 3d printers that become quite affordable now. I recently noticed a shop in Clerkenwell near our regular printer which offers this service (iMakr).”


“Another lucky coincidence was that our 18-year old intern Fred knew how to use the 3d software…”

02a_sexy_wip 03_sexy_wip

It took a few days and we got our letters back nicely finished with a glossy black surface. If you look closely you can still see how the 3d printer builds them up layer by layer. We then ordered a piece of white acrylic and stuck the letters on with super glue. This was a bit tricky as they had to be spaced correctly and the glue dries very quickly. The final word looks very sexy (Holger’s fat belly doesn’t).”

04_sexy_wip  sexy 3d 1 07_sexy_wip

‘Sexy’ by Mind Design is one of the words that will be displayed at Type Tasting with the London Design Festival 2013 at the V&A.

Display: 14 – 19 September 2013
Drop in workshops: 10am – 5pm, 14 & 15 September 2013

London Design Festival Hub
Design Studio, Sackler Centre
Cromwell Road
London SW7 2RL

ldf at v&a  v&a

Type Tasting workshops and type safaris. Typography training with a creative twist.