As part of a revamp of the A Book Apart paperbacks, I thought it would be a good time to touch up the ABA logo.
As the different Apart entities have grown to stand more on their own, all the logos that used to be basically identical have now also grown into more distinct marks. So, I wanted to leave behind the vestiges of the old mark—which was derived from the old A List Apart logo—and give it its own voice.
Here are the old and new logos for comparison. The new logo uses Yoga (our body text typeface) and sports a cleaner laurel branch.
Logos really aren't my forte, so it takes me a long time to get at something decent. Case it point, I redrew the branches and leaves many many times. Attached is a screenshot of some of those.
8 months ago
I like it! The new mark does a great job of hinting at growth. Which aligns pretty perfectly with the mission of A Book Apart. As a dude who doesn't spend much time on logos myself, I know how it can be fun and a little uncomfortable at the same time. Nice job, Jason.
It has a great flow to it now. Nice work, man. Love seeing the iterations as well.
Better icon, and better kerning! WIN!
The new laurel is much improved and I agree with @Chris Meeks that it hints at growth nicely, but the type looks a bit too tight.
Funny — you kerned both the type and the leaves.
Nice job sir. The new leaves have much better flow to them. The kerning is better too, although personally with caps I love me some generous letter spacing.
Wow, quite a few discarded versions. Great to see the effort put into this. The 'after' version certainly feels more organic, more leafy.
Wow! So many laurels! You're a trooper. I like the new one better as well. The type...I don't have a strong opinion on.
The laurel definitely looks nicely dynamic but I feel like the kerning of "Apart" makes it way too condensed compared to "Book".
Really like the update, it feels more cohesive to me. Great work.
Lovely redesign with solid choices. The only thing that's catching my eye is that odd serif on the T in "Apart". One tuscan and one modern serif is kind of unsettling.
It looks like it's a characteristic of the font itself, but in a logo it really stands out to me as a eccentricity.
@Trevor Baum @Chris Beesley @Jeff Chausse Yeah, I've gone back and forth on the spacing. I have another version that is spaced out a bit more, but it still looks odd to me. I'll probably revisit it again just to make sure.
In particular, it's the P/A kern that makes the whole word feel too tight.
by Arlo Vance
This is only a 1 pixel nudge of the P/A kern, but the balance is getting better. It'll need some more finesse between A/P and A/R as well.
8 months ago
by Jason Santa Maria
Further refining the logo to try and make the type a little looser. Also kicked out the legs on the K and R ever so slightly because they felt stunted. Starting to feel much better.
Hm, but where are the circle overlays?
I like the new logo a lot!
I love it! Simple changes did wonders to make an awesome improvement!
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