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New Logo for Atlas Obscura
 

before

after

Noted Mar. 4, 2016 by Armin

Industry / Web Publication Tags /

About

(Est. 2009) “Atlas Obscura is the definitive guide to the world’s wondrous and curious places. In an age where everything seems to have been explored and there is nothing new to be found, we celebrate a different way of looking at the world. If you’re searching for miniature cities, glass flowers, books bound in human skin, gigantic flaming holes in the ground, bone churches, balancing pagodas, or homes built entirely out of paper, the Atlas Obscura is where you’ll find them. Atlas Obscura is a collaborative project. We depend on our far-flung community of explorers (like you!) to help us discover amazing, hidden spots, and share them with the world.”

Design by

Original design and concept: Redindhi (San Francisco, CA)
Final version with modifications: In-house

Related links

Atlas Obscura blog post

Relevant quote
What have we done? Some of it’s obvious. We have a new logo. We’re using new fonts. (For type-wonks out there: The logo and headlines are Platform, and body copy is Freight.) We’ve got new colors. The site has more white space and bigger type, so it should be easier to read.

Atlas Obscura blog post

Images (opinion after)
New Logo for Atlas Obscura
Logo detail.
Opinion

I hadn't heard of Atlas Obscura before but given the number of tips received about it, it seems I'm not properly clued in. Glad I am, because it's a great repository of weird and wonderful places. The previous logo was okay, at least for a web publication. The globe was a bit cheesy but the type had a vintage ephemera vibe that went well with the cataloguing nature of the site. The new logo is less literal and more… obscure. I love that the monogram looks like a cult icon, something etched in stone or burned into members' skins upon initiation. It also makes for a good "AO" monogram. The slight tilting is a subtle detail but an important one to make it feel a little weirder. The wordmark is okay, a good complement to the icon.

Thanks to Drew Davies for the tip.

Your opinion…

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Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. More…

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