Alpha

Logo

Alpha Books wanted a new logo to go along with their new branding. The publisher had decided to rebrand itself as Alpha, a more grown up and sophisticated incarnation of its former self. According to the creative brief, this is what they wanted in a new logo:

•  Needs to be more sophisticated than current logo

•  All text logo is appropriate, but open to a type of icon

•  Needs to connote first, leader, — “Alpha” is the first place to look

•  Logo should NOT connote beginner/beginning (as does current logo)

The original logo had been set in New Baskerville Bold and stretched horizontally. For my logo, I wanted to give them the look of a historic presence with the prominence their name suggests. To accomplish this, I selected the uppercase A in the script font Sever to imply both an ancient scribe and a mountain peak. Then I gave the logo a solid modern base by setting the name Alpha in uppercase Helvetica beneath it.