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New Logo and Identity for Intelligence Squared by Studio Output
 

before

after

Noted Mar. 19, 2019 by Armin

Industry / Culture Tags /

About

(Est. 2002) “Founded in 2002, Intelligence Squared is the world’s premier debating forum. Live and online we take you to the heart of the issues and the arguments that matter, in the company of some of the world’s sharpest minds and most exciting orators. Join the debate.”

Design by

Studio Output (London, UK)

Related links

Studio Output project page

Relevant quote
To complement the intelligent content, Output evolved the existing word mark and brand identity to create a new, elegant design language. Inspired by high-end editorial design, a smart yet classic typeface and a bold but balanced colour system were introduced to inject gravitas and authority into the brand. To bring audiences closer to the action, a more considered photography style has also been added, featuring contributor’s expressions and highlighting subtle details that would normally only be noticed up-close.

Studio Output project page

Images (opinion after)
New Logo and Identity for Intelligence Squared by Studio Output
Logo.
New Logo and Identity for Intelligence Squared by Studio Output
Full to shorthand logo animation.
New Logo and Identity for Intelligence Squared by Studio Output
IQ2 shorthand.
New Logo and Identity for Intelligence Squared by Studio Output
Online presence.
New Logo and Identity for Intelligence Squared by Studio Output
New Logo and Identity for Intelligence Squared by Studio Output
Visual language.
Opinion

The old logo did a good job in establishing the clever typographic play of hiding “IQ” in “intelligence” but an amply letterspaced italic serif wasn’t the best conduit for it. The new logo is a great execution evolution that makes the visual puzzle more engaging and pleasing while improving the readability of the logo through a bolder and more compact wordmark. The “2” could have been a little bigger but I like how its baseline anchors with the “e”. The IQ2 shorthand is great and I love how neatly it shortens. The rest of the identity is elegant and crisp, definitely exuding a serious but comfortable editorial tone. I feel more intelligent just by looking at it.

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Logo Before & After
Sample Application

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