Beautiful & Useful Logotype

Beautiful & Useful Logotype

The Beautiful & Useful logotype adorns a collection of merchandising items available in the William Morris Gallery. Its iconic combination of two typeface makes it just that: beautiful and useful.

The words are set in Dalton Maag's Plume typeface chosen for the William Morris exhibition, thus creating an immediate connection between the man behind the Arts and Crafts movement and the memento museum visitors take away.

The ampersand is Baskerville Italic designed in 1757 by John Baskerville in Birmingham in an attempt to improve upon the types of William Caslon, whose earliest designs date back to 1722. His Caslon typeface is thought to be the first typeface of English origin.

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William Morris Gallery

The William Morris Gallery, located in the designer's one time family home, is the only public museum devoted to this key proponent of the English Arts and Crafts movement, which flourished from the 1880s to the 1920s.

The Gallery's collection illustrates Morris's life and work, and is located in Walthamstow's former Water House, a substantial Grade II* listed Georgian building set in its own extensive grounds.

A major refurbishment and extension of the building has been masterminded by architects Pringle Richards Sharratt together with their museum design firm GuM. The newly designed spaces promise spectacular displays from the Woodpecker tapestry woven at Morris's Merton Abbey workshops to The Works of Geoffrey Chaucer printed at Morris's Kelmscott Press.

The Gallery also holds a substantial collection of furniture, textiles, ceramics and glass by Morris's followers in the Arts and Crafts Movement.