It’s been almost four decades since Saul Bass whipped up the jaunty Avery logo, its leaning red triangle of paperclips a beacon on many a binder, label, and even the collection of Hermès knockoff totes rolled out under the “Martha Stewart Home Office with Avery” brand. But change is afoot, and the new parent company of the office and consumer products division of Avery Dennison is looking to place a giant divider between the primarily business-to-business company Avery Dennison and the consumer products brand now known simply as Avery. Enter Chermayeff & Geismar & Haviv, who were challenged to create a new visual identity for Avery. It had to be distinctive and modern while retaining the brand’s recognition in the marketplace and (d’oh!) work within Avery’s existing package design, which was to remain unchanged—all as the ghost of Bass peered over their shoulders and whispered strong opinions about the capital “R”. Their solution? Keep the off-kilter red square, and move it behind a redrawn Avery wordmark.