Behind the scenes of Turner Duckworth, the iconic brand design agency

Publication weaves a narrative around the influential studio's three decades through the lens of work for brands such as Amazon, McDonald's and legendary band Metallica.
Words by
22 June, 2024
2 mins read

The storied history of Turner Duckworth , one of the world’s leading brand design studios, is now unveiled in a compelling new book, I Love It. What Is It?, set to hit the shelves this month.

Published by Phaidon in the UK, this book delves into the shared experiences, instincts, and insights that have shaped Turner Duckworth since its founding by David Turner and Bruce Duckworth. Through a series of essays, it explores the company’s most recognizable work over the past 30 years, offering an insider’s perspective on branding, packaging, and art.

Design mastery

Each essay in the book serves as a masterclass in design, exploring the essence of creating compelling brands. It provides a unique look into the often insular world of high-level branding and logo design, where critical decisions shape the visual identities of major companies.

The book is a collaborative effort with Gyles Lingwood, a professor of business creativity at the University of Lincoln. It features contributions from twenty renowned industry figures, including:

  • Morgan Flatley, Global Chief Marketing Officer and New Business Ventures at McDonald’s
  • Moira Cullen, former Design Director at Coca-Cola North America
  • Linda Lee, Chief Marketing Officer at Campbell’s Meals and Beverages
  • Stefan Sagmeister, internationally celebrated designer
  • Jessica Spence, North American President of Beam Suntory

Insights from industry leaders

Sarah Moffat, Chief Creative Officer at Turner Duckworth, emphasizes the studio’s unconventional approach: “As a company, we’ve never adhered to the conventional practice of having a business plan. There’s no claim to pioneering a radically new approach, nor can we pinpoint a single genius move that propelled us to success. Our foundation is rooted in doing what feels right.”

Moffat adds, “To capture the essence of this powerful emotion, we reached out to 20 kindred spirits, affectionately known as Turner Duckworth friends and family, to share their experiences from various aspects of the creative industry. This is not your typical agency retrospective or a step-by-step design manual. There’s something in this book for anyone interested in cutting through complex mental clutter and evoking genuine emotions.”

A testament to creativity and innovation

Turner Duckworth, with studios in London, New York, and San Francisco, has garnered over 600 honors, including the inaugural Cannes Grand Prix for Design, a D&AD Collaboration Award, induction into the Clio Hall of Fame, and even a Grammy. I Love It. What Is It? stands as a testament to these accomplishments, reflecting the studio’s unwavering belief in instinct, risk-taking, and innovation.

Packed with stunning imagery, relevant quotes from figures as diverse as Bruce Lee to T.S. Eliot, and plenty of anecdotes, this book is a must-read for anyone involved in or intrigued by the world of branding and design.

A unique reading experience

Moffat highlights the book’s unique format: “We deliberately opted for simplicity, steering clear of a high-production coffee table book. The upturned corner is an invitation to scribble notes in the margins, while the modest size fits effortlessly on your bedside table.”

Don’t miss your chance to delve into the creative journey of Turner Duckworth and discover the stories behind some of the most iconic brand designs of our time.

Released on February 24th 2024 by Phaidon, I Love It. What Is It? is available for only £29.95. Whether you’re an agency veteran or new to the world of branding and design, this book promises to provide valuable insights and inspiration.

Order your copy now at

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Gareth Boyd

Who Design Today founder and editor. A design enthusiast in every area from digital to print and physical form.

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