Noted

New Logos for UnderConsideration done In-house and Mark Caneso

Livin’ la Vida Condensed

New Logos for UnderConsideration done In-house and Mark Caneso
 

before

after

Noted January 28, 201601.28.16 by Armin

filed under Corporate and tagged with , , , ,

about

(Est. 2007) “UnderConsideration (UCllc) is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Austin, TX. UCllc is responsible for the greatest blog on earth, Brand New.”

design by

Script Logo: Mark Caneso (Beaverton, OR)
Wordmark (and everything else): UnderConsideration LLC (Austin, TX)

related links

N/A

About f*cking time.

UnderConsideration provided text

opinion/notes

I'm posting this on Brand New not to be self-serving and promote ourselves — although I have every right to! — but to open up this effort to the same kind of scrutiny I subject every project to. And because you are our peoples.

In a nutshell: We've had the same website and the same wordmark — typeset in some version of Garamond — for 9 years. For the last 3 years, "Redesign home page" has been on our to-do list and it always got pushed back. This Fall and Winter we finally got around to doing it, along with getting rid of the Garamond wordmark.

Our first step was the wordmark. We chose Druk Condensed, designed by Berton Hasebe for Commercial Type, because a) it's awesome, b) we wanted the complete opposite of the extended nature of Garamond's small caps and the generous letter-spacing we had given it and c) no one is using Druk Condensed XX Super, so it felt like a great anti-establishment choice. I modified Druk ever so slightly so that the proportions were pixel-perfect. Meaning: the counter-spaces are all exactly 1 pixel wide, the stems are all 5 pixels wide, etc. so when used at 100% size online, it's perfectly crisp; otherwise you get that fuzzy anti-aliasing effect.

Then we tapped Mark Caneso to see if he would like to do a shorthand UCllc logo. If you are not aware of who Mark is, get yourself to the nearest Instagram and follow him. His lettering work is out of control great. From the first round, Mark arrived at the idea of the same letter shapes being able to spell "UC" and "llc" and after 3 or 4 rounds of revisions we arrived at what you will see below, which is a great contrast to the wordmark. Not quite sure how we will handle both the wordmark and logo down the road but if our current state is any indication, we have 9 years to figure it out.

As a kind of amazing coincidence that makes the pairing of Druk and Mark's logo meant to be: Berton, who designed Druk, introduced Mark to our blogs over 10 years ago.

On the website, we deployed the Druk wordmark and chose to use the same font for headlines, despite its difficult legibility but, since our audience is a group of highly and visually educated designers, they should have no problem spending a little effort decoding what are remarkably readable letters condensed to Hell and back. As the supporting typeface, online and for all future in-house uses, we are going with Neue Haas Unica because it kicks Helvetica's ass. The site is responsive like mad and aims to bring sexy dark backgrounds back, which are not used often.

We realize, the website and type choice are unconventional — it's even outside of our comfort zone — but, hey, #YOLO, right?

New Logos for UnderConsideration done In-house and Mark Caneso
Before and after website. The main purpose of all this. The before image is not that it’s missing a footer, that’s how the page ended. It just did.
New Logos for UnderConsideration done In-house and Mark Caneso
Wordmark detail.
New Logos for UnderConsideration done In-house and Mark Caneso
Underlying grid. Don’t roll your eyes! It’s actually relevant. Because the wordmark will mostly live online, we modified Druk so that it would snap to a pixel grid to avoid getting that fuzzy edge effect. The image above is best seen at 100% size by opening it in a new tab/page. The composite image above is zoomed in at 600% of actual size.
New Logos for UnderConsideration done In-house and Mark Caneso
Online, whenever possible, the logo appears at 100%, 200%, or 400% to keep the edges crisp. Obviously, it’s fine if it’s used in any size but for the crispest rendering, it’s all about maintaining the hard edges drawn into the source size.
New Logos for UnderConsideration done In-house and Mark Caneso
Script logo concept: The exact same shape reads as “UC” and “llc”.
New Logos for UnderConsideration done In-house and Mark Caneso
New Logos for UnderConsideration done In-house and Mark Caneso
The logo comes in fill and stroke versions.
New Logos for UnderConsideration done In-house and Mark Caneso
There is a bonus inline version where the “llc” is spelled inside “UC”.
New Logos for UnderConsideration done In-house and Mark Caneso
New Logos for UnderConsideration done In-house and Mark Caneso
New Logos for UnderConsideration done In-house and Mark Caneso
No idea if we’ll ever use these patterns but they are fun. Please send my regards to your retinas after seeing that last one.
New Logos for UnderConsideration done In-house and Mark Caneso
Because readability of both wordmark and logo already ranks high : ) there is the potential to increase readability by overlaying the two.

Poll

On Wordmark

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On Script Logo

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On Website

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