“I’d been reading a book the night before the meeting with George Lucas,” she says, “a book about German type design and the historical origins of some of the popular typefaces used today—how they developed into what we see and use in the present.” After Lucas described the kind of visual element he was seeking, “I returned to the office and used what I reckoned to be the most ‘fascist’ typeface I could think of: Helvetica Black.”
Inspired by the typeface, Rice developed a hand-drawn logo that translated well to the poster campaign, and ultimately to the movie itself. “I did have the screen in mind when I drew the logo originally,” explains Rice, who “stacked and squared” the words to better fit the brochure cover. It was an aesthetic choice that has lasted nearly three decades.
Our iterative process generated an option with a red underscore, which we dubbed ‘the prompt,’ that evokes AP’s emphasis on editorial rigor and precise and accurate approach. Setting the letterforms in black on a white backdrop proved to further highlight these values, while improving contrast and legibility. Using a consistently white backdrop further improved the strength of e mark in the variety of environments it needs to live in.
We retained the original logo’s stencil lettering, which embody the gutsy and adventurous personality of an international news organization. Redrawing the letters upright speaks to AP’s integrity, while lending a more contemporary feel to the mark.
Be sure to check out the process video to get a feel for the brand mark’s development.
The AP has more information in the form of a dry press release (imagine this is the look they’re trying to avoid). They also have a placeholder up for their new website, with a link to a PDF of the brand introduction, which features the following image detailing the evolution of the logo.
Congratulations to my friends at Objective Subject on a great job. Look forward to seeing the new system in the wild.