In Review

So, I made another logo.

This is for, as it says, NeoText Review, the new culture site Chloe’s running that launched this week. The logo came together at the last moment, with the realization that one was even needed happening after the site had been built and was days away from going live. In theory, it’s a placeholder for a potential second logo from the same designers of the original NeoText logo:

My logo obviously reworks that logo, which has always looked curiously 1980s to me (perhaps intentionally?), especially with the type choices, which feel as if they’ve come from a Tri-Star action vehicle starring Jean-Claude Van Damme. I went even older for my version, which takes inspiration from 1970s design — the blocky R, which repeats as a graphic shape! — even though my type cheats, using the very 1990s looking DIN Condensed font instead of something more period appropriate.

The result is something that I hope looks cool-retro, as opposed to just dated. If nothing else, it’s a logo that I enjoy more the more I look at it, which feels like a base minimum to hope for. Even if it does end up as merely a temporary solution to the design problem, it still has to be an attractive one, after all.

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