The fashion brand Beanpole’s 30th-anniversary identity system was derived from its current logo: a bicycle-riding gentleman. The two circles and a stroke abstracted from the wheels became elements to build the anniversary logo. In addition, a type family was constructed from the same elements. The five fonts were used, in various combinations, to render a new Beanpole word-mark and key phrases, as well as to create decorative patterns.

In applying the system to actual apparel and marketing materials, the color scheme was somewhat modified, and the gentleman was removed from the commemorative logo (by the commissioners).