Logo Archive #3

LogoArchive’s first issue 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.

Today’s zine, the revival of an independent spirit and rise of the niche is a question posed to contemporary publishing and distribution structures as well as the enduring vessel but one-off material gesture of the book.

LogoArchive is founded on a long-standing enthusiasm for a well-crafted mid-century logo; a convivial metaphor, a communicative immediacy and smart use of form language. However, in print, it was never imagined as a document with just a singular intention; the simple documentation of logos, rather a mode in which to build a story and migrate ideas.

This project intends to explore the potential of the zine to reconfigure itself regularly over time. Issue 3 tackles this theme more directly. It begins with the notion of scientists reconfiguring the natural world, then makes a connection with designers remixing the visual world, just as LogoArchive itself is composed of found and previously unassociated symbols. This is developed further in the use of recycled paper for the insert – materials repurposed – in the architecture of the page – the potential to create new relationships and reveal alternative dialogues with a half page – and finally, within the three texts. These look at contextual loss in the transition from material object to digital artefact, an old folding technique given an innovative new life and the potential of the logo to transcend its corporate utility.

LogoArchive in print continues to be a very personal project. Where previous issues reflected current readings through typesetting this is now expressed by the material choice of the insert which is printed on 100gsm Cyclus Offset.

Published by BP&O 2018
14.8 x 21 cm