LogoArchive returns with Issue 5 – Technique. The technical limitations of the mid-century—the need for a steady hand and a precise mind for mechanical reproduction—demanded that an exceptional level of care and creativity be given over to shape and space, association and perception. These considerations created a rich corporate and consumer form language and range of graphic techniques. These have been partly marginalised, usurped by modern print and display technologies. They do remain as useful reference points in which to help create an effective symbol today, one that works well in a black or white, can be used with vibrant inks, seductive materials and eye-catching finishes as well as being displayed in motion on ever more diverse screens types.
LogoArchive Issue 5 focuses on eleven simple techniques, naming them, exemplifying them and offering short commentaries. It serves as an archival and pedagogical document, offering an alternative take on the ubiquitous logo tips article. In this way it looks at things another way around. This alternate viewpoint manifests itself materially in the dual modes of reading the zine, either portrait and symbol first, or landscape text first. By presenting these texts in a landscape format, the zine encourages its readers to embrace the full materiality of what began as a digital Instagram project, and view the symbols documented in different ways, to see how their form language is diminished or enhanced.
The first issue of LogoArchive was conceived, designed and sent to the printers within a day. It was inspired by a panel discussion that took place the day before at Somerset House as part of the exhibition Print! Tearing It Up. Following a successful launches of the first, second, third and Extra Issue, LogoArchive returns with its fourth release. This is dedicated to the symbols of architecture and features a cover symbol by Tomoko Miho for Omniplan.
Visit our shop here.
Issue 4 is available from Counter-print (UK), MagCulture (UK), MagmaBooks (UK), Standards Manual (USA), Lorem not Ipsum (Switzerland), Athenaeum Nieuwscentrum (Netherlands), Draw Down Books (USA) and Import News (USA)
Following its third release, LogoArchive mixed things up with an Extra Issue in collaboration with Canada Modern. Designed and edited by Blair Thomson, and documenting the forms and colour of Canada’s modernist symbols, this issue was distinguished from the series by its Colorplan Bright Red and full-colour gatefold Chrolomux insert dedicated to the work of Gottschalk+Ash for outdoor advertising company Claude Neon. The ExtraIssue was limited to 600 copies, with 50 of these being an ExtraSpecial edition signed by the designers Stuart Ash, Glenn Fretz and Burton Kramer. This will be followed in August with LogoArchive Issue 4. Sign up here for release notifications.