Updating our logomark
The more eagle-eyed among you may have noticed our logo has had the benefit of an update. Whilst this may have happened without some great announcement, we don’t make such changes lightly.
A little background
The etymology of our name comes from an amalgamation of words ‘subtract’ and ‘abstract’. It was also in-part due to a fondness for the letters common to the germanic languages – switching the ‘c’ for a ‘k’. Yes, that’s right; we thought German sounding names were cool.
Taking a look back at the definitions:
v. To take away; deduct.
v. to remove (a part of a thing, quantity, etc.) from the whole.
v. to draw or take away; remove.
n. an idea or term considered apart from some material basis or object.
We thought these meanings seemed a good reflection of the type of company we wanted to be (and now hopefully have become):
- We wanted to be a lean company, not a large agency.
- We wanted to keep things simple. To take away the hype, the fluff and the jargon vis-a-vis many of the typical agencies we saw at the time in the industry.
The previous mark was designed to represent growth. A branching tree, set using the same geometric shapes as the typeface beside it.
Having recently turned 6 years old, we feel we’ve grown a lot. It was time to update our identity to better reflect our ideas.
We combed through more typefaces than we care to remember, and (eventually) settled upon Neuzeit Office (Linotype), a 2006 retool of Neuzeit S™ (D. Stempel AG – Linotype Design Studio, 1966), and before that DIN Neuzeit (Wilhelm Pischner, 1928-1939). A constructed, geometric sans-serif, similar to that of Futura, but preferential for the legibility of certain letters, such as the double-story a.
In an effort to simplify and give meaning to the name, we thought about how we could subtract shapes from the standard glyphs to create a mark that would be unique to us. We found that removing the left side of the t’s crossbar gave a more pleasing gestalt.
To further hone the concept we added a minus symbol above the s. An icon that can be used in it’s own right, it helps to balance the mark, and is a nod to the macron diacritic mark.