As part of the company’s 100^th anniversary, Hasselblad asked Buddy to design a special commemorative logo that would reflect both the company’s analog past and digital future.

Buddy arrived at a design that used the digital expression (ones and zeroes) of the centennial number, combined with the revised version of the company’s classic logo that we had developed previously.

The log was the centerpiece of the company’s booth at the world’s largest photographic convention in Cologne, Germany.