Design Objectives was a UK-based product development company active around 1970, known for manufacturing design objects such as the “aMaze” puzzle, a vacuum-formed maze board credited to designer Alan Fletcher.[1] The company’s logo, a logotype built from the initials “D” and “O,” was designed by Alan Fletcher in 1970, during his time at Pentagram.[2]
Design and History
Alan Fletcher (1931-2006) was a British graphic designer and a founding partner of Pentagram, the design consultancy established in 1972.[3] The Design Objectives mark dates to 1970, a period when Fletcher was transitioning from the earlier Crosby/Fletcher/Forbes studio toward the formation of Pentagram.[1]
The logo is classified as a logotype using the company’s initials, featuring the letters “D” and “O” constructed from half circles.[2] The mark’s simple geometric construction is consistent with Fletcher’s broader approach to graphic design, which often combined playful visual puzzles with minimal elements.[4]
Meaning and Symbolism
The mark operates as a monogram, combining the company’s initials into a single visual unit.[2] The use of half circles to form both letters gives the mark a unified, almost mechanical quality that echoes the company’s product development focus.
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