Background:
Just Out, the statewide monthly newsmagazine for Oregon's
lesbian,
gay, bisexual and transgender communities, was approaching
22 years in operation and its identity was showing some
age. The heavy, bulky type treatment of the name was definitely
hinting at the 1980's and 1990's.
BEFORE:
AFTER:
Publisher and Managing Editor Marty Davis wasn't
seeking a whole
new "look" with the logo, but rather a refined
- possibly redefined -
treatment of the existing identity. The hope was to maintain
the
readers' immediate recognition developed at newsstands over
the years, while making the paper's flag fresh and a bit
more flexible in cover design applications. The use of the
font Gill Sans gave the identity a fresh, contemporary and
slimmed-down look that has worked very well for the publication
in recent months.
Alina's Feedback:
Jeff's new version of the Just Out logo definitely has a
more contemporary feel to it, not only in the typeface, but
also the colors. I also like how he changed the hierarchy
so that the word "out" is more prominent. In the earlier
version, one's eye focuses more on the word "just" because
the type's treatment of dark on light background reads quicker
than the negative carved out space of the word "out." Our
mind has to spend more time processing the message, so it
loses importance. In the new logo, the more important word
"out" is a heavier typface, a brighter color, and is a dark
color on white background, same as the word "just" so the
hierarchy is quickly understood.
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