Gadgetshop In 2007 ASHA launched the new identity for the original Gadgetshop. Here is what Creative Review wrote about the project in their January 2008 issue: "ArthurSteenHorneAdamson has devised the gadget-tastic identity, stationary and packaging for all things Gadgetshop. The identity itself incorporates an illustration of a pair of old-school safety goggles and the Gadgetshop logo is set in Helvetica, in black, on a bright yellow background, giving the company a suitably geeky, scientific laboratory look. All printed matter from business cards and letterheads, through to Gadgetshop product packaging, has instructional illustrations showing how to use either the gadget within the packaging or the piece of printed matter itself as a gadget. For example, business cards also double up as Gadget No. 0172: The Fake Moustache Card - which can be used, in the event of having to slip out of the office unnoticed. Compliment slips come with instructions, printed on the reverse, of how to fold them to create a bright yellow paper pocket square (Gadget No. 0161) and letterheads contain fold-marks and instructions for creating a message-sending paper dart (Gadget No.0156). The identity is enormous fun and highlights the mentality required to come up with the kind of product available at the Gadgetshop. Chocolate fountain anyone? For reference purposes, that's Gadget No. 0446. - Visit gadgetshop.com to see more"