I've been after Aaron Malyk for quite some time now to design a new logo for 2.22. He has accomplished his assignment and done well, IMHO. You'll be seeing this new logo incorporated into blog headers (hit "F5" to refresh this page and watch a different header image appear), flyers, etc. (bumper stickers?). Below are some excerpts from an email he sent me explaining the elements of the logo. I thought that it would help you understand the artistic expression behind what we stand for.
With the name of the group being 2:22, I felt the most important basis for the 'branding' was to find a typeface with a good '2' numeral (see BBC Two branding links below.) After searching and searching and not being able to find what I was looking for, I ended up designing a custom '2' numeral based around circles and complementary geometrics, to try and achieve the most perfect '2' ever designed. This might sound completely crazy to you, but I really couldn't find a '2' which looked good enough. I wanted perfectly rounded ends, a good heavy weight and clean straight lines.
I've used the 2 numeral I designed, with a subset colon. I felt it was better to go with a colon than a period, since that's how scripture references are usually presented and without it you lose the meaning entirely. But subsetting the colon provides an aesthetically-pleasing deviation from the norm and makes the logo distinctive and memorable. The subset colon gives the text and identity, and creates a logo.
I've also paired the 2:22 logo with a brush-strokes icon which I really like. The idea with the brush strokes was to, very loosely, tie in the logo with the scripture on which it is based. The scripture commands us, in summary, to flee passions on the one hand, and pursue virtues on the other. So the brush strokes icon gives a sense of movement from (left to right) disorder and passion to more order and solidity. I think together with the clean 2:22 type on top there is a distinctive icon which makes for a logo with 100s of applications...
Be sure to thank Aaron for his hard & creative work!
3 comments:
Aaron Malyk,
Thanks for the explanation on the logo. It looks great and we appreciate your work. Hope life in England is going well.
Aaron W. I like the F5 function. That's pretty cool. Thanks for your hard work on the blog.
Glad you like the header images. There's one image of a tree & a fence w/ a light blue logo "painted" on it. Can anyone tell me the historical significance of that fence?
HINT: Some of you know where I went last week.
Thanks for the logo Aaron! My first thought was that it looked rather fish-ish (I suppose that works on some level or other); however I definitely understand your description and appreciate that it means far more than a fish.
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