{"id":1546,"date":"2020-05-19T07:30:00","date_gmt":"2020-05-19T07:30:00","guid":{"rendered":"https:\/\/danielcaparo.com\/redesign\/?post_type=project&p=1546"},"modified":"2020-07-16T23:35:29","modified_gmt":"2020-07-16T23:35:29","slug":"alpha","status":"publish","type":"project","link":"https:\/\/danielcaparo.com\/redesign\/project\/alpha\/","title":{"rendered":"Alpha"},"content":{"rendered":"

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Alpha<\/h3>\n

Logo<\/h4>\n

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:<\/span><\/p>\n

\u2022\u00a0 <\/span>Needs to be more sophisticated than current logo
<\/span><\/p>\n

\u2022\u00a0 <\/span>All text logo is appropriate, but open to a type of icon<\/span><\/p>\n

\u2022\u00a0 <\/span>Needs to connote first, leader, \u2014 \u201cAlpha\u201d is the first place to look<\/span><\/p>\n

\u2022\u00a0 <\/span>Logo should NOT connote beginner\/beginning (as does current logo)<\/span><\/p>\n

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.
<\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.4.8″][et_pb_image src=”https:\/\/danielcaparo.com\/redesign\/wp-content\/uploads\/alpha_logo.png” alt=”Alpha Logo” title_text=”Alpha Logo” align=”center” _builder_version=”4.4.8″ custom_margin=”65px||||false|false”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row disabled_on=”on|on|off” _builder_version=”4.4.8″ custom_margin=”70px||||false|false”][et_pb_column type=”4_4″ _builder_version=”4.4.8″][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.4.8″ background_color=”#232323″ module_alignment=”center” custom_margin=”||0px||false|false” custom_padding=”15px||0px||false|false”][et_pb_row column_structure=”1_4,1_4,1_4,1_4″ _builder_version=”4.4.8″ width=”87%” module_alignment=”center” custom_margin=”|90px||90px|false|true” custom_padding=”||2px||false|false” width__hover_enabled=”on|desktop”][et_pb_column type=”1_4″ _builder_version=”4.4.8″][et_pb_text _builder_version=”4.4.8″ header_text_color=”#fafafa” header_4_text_color=”rgba(250,250,250,0.45)” header_4_font_size=”20px” custom_margin_tablet=”” custom_margin_phone=”||-30px||false|false” custom_margin_last_edited=”on|phone”]<\/p>\n

Previous Logo<\/h4>\n

[\/et_pb_text][et_pb_image src=”https:\/\/danielcaparo.com\/redesign\/wp-content\/uploads\/alpha_logo_previous.png” alt=”Alpha Books Logo” title_text=”Alpha Books Logo” align=”center” _builder_version=”4.4.8″ locked=”off”][\/et_pb_image][\/et_pb_column][et_pb_column type=”1_4″ _builder_version=”4.4.8″][et_pb_text _builder_version=”4.4.8″ header_text_color=”#fafafa” header_4_text_color=”rgba(250,250,250,0.45)” header_4_font_size=”20px” locked=”off”]<\/p>\n

Initial Concept<\/h4>\n

[\/et_pb_text][et_pb_image src=”https:\/\/danielcaparo.com\/redesign\/wp-content\/uploads\/alpha_logo_initial_concept.png” alt=”Alpha Logo – Initial Concept” title_text=”Alpha Logo – Initial Concept” align=”center” _builder_version=”4.4.8″ locked=”off”][\/et_pb_image][\/et_pb_column][et_pb_column type=”1_4″ _builder_version=”4.4.8″][et_pb_text _builder_version=”4.4.8″ header_text_color=”#fafafa” header_4_text_color=”rgba(250,250,250,0.45)” header_4_font_size=”20px” custom_margin_tablet=”40px||||false|false” custom_margin_phone=”” custom_margin_last_edited=”on|tablet” locked=”off”]<\/p>\n

Second Iteration<\/h4>\n

[\/et_pb_text][et_pb_image src=”https:\/\/danielcaparo.com\/redesign\/wp-content\/uploads\/alpha_logo_second_iteration.png” alt=”Alpha Logo – Second Iteration” title_text=”Alpha Logo – Second Iteration” align=”center” _builder_version=”4.4.8″ locked=”off”][\/et_pb_image][\/et_pb_column][et_pb_column type=”1_4″ _builder_version=”4.4.8″][et_pb_text _builder_version=”4.4.8″ header_text_color=”#fafafa” header_4_text_color=”rgba(250,250,250,0.45)” header_4_font_size=”20px” custom_margin_tablet=”45px||||false|false” custom_margin_phone=”” custom_margin_last_edited=”on|tablet” locked=”off”]<\/p>\n

Final Version<\/h4>\n

[\/et_pb_text][et_pb_image src=”https:\/\/danielcaparo.com\/redesign\/wp-content\/uploads\/alpha_logo_final.png” alt=”Alpha Logo – Final” title_text=”Alpha Logo – Final” align=”center” _builder_version=”4.4.8″ locked=”off”][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.4.8″ background_color=”#232323″ module_alignment=”center” custom_margin=”||-28px||false|false” custom_padding=”39px||3px||false|false” locked=”off”][et_pb_row _builder_version=”4.4.8″ width=”87%” module_alignment=”center” custom_margin=”|90px||90px|false|true” custom_padding=”4px||12px||false|false” border_color_all=”#4c4c4c” border_width_top=”2px” border_width_bottom=”2px” locked=”off”][et_pb_column type=”4_4″ _builder_version=”4.4.8″][et_pb_post_nav in_same_term=”off” prev_text=”Next Project” next_text=”Previous Project” _builder_version=”4.4.8″ title_font=”Josefin Sans|||on|||||” title_font_size=”12px” title_letter_spacing=”1px” module_alignment=”center” locked=”off”][\/et_pb_post_nav][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"

[et_pb_section fb_built=”1″ _builder_version=”4.4.8″ background_color=”#fafafa” background_enable_image=”off” background_size=”initial” background_position=”center_right” module_alignment=”center” height_tablet=”” height_phone=”auto” height_last_edited=”on|desktop” max_height_tablet=”” max_height_phone=”” max_height_last_edited=”on|phone”][et_pb_row column_structure=”2_5,3_5″ use_custom_gutter=”on” gutter_width=”1″ _builder_version=”4.4.8″ background_enable_image=”off” width=”87%” width_last_edited=”off|desktop” module_alignment=”center” custom_margin=”|90px||90px|false|true” custom_padding=”||0px||false|false” locked=”off” width__hover_enabled=”off|desktop”][et_pb_column type=”2_5″ _builder_version=”4.4.8″][et_pb_text _builder_version=”4.4.8″ text_font=”Open Sans|600|||||||” text_font_size=”13px” custom_margin=”-5px||||false|false” custom_padding=”||1px|||”] Alpha Logo Alpha Books wanted a new logo to go along with their new branding. The publisher had decided to rebrand […]<\/p>\n","protected":false},"author":1,"featured_media":1761,"comment_status":"open","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"project_category":[16],"project_tag":[],"class_list":["post-1546","project","type-project","status-publish","has-post-thumbnail","hentry","project_category-logos"],"_links":{"self":[{"href":"https:\/\/danielcaparo.com\/redesign\/wp-json\/wp\/v2\/project\/1546","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/danielcaparo.com\/redesign\/wp-json\/wp\/v2\/project"}],"about":[{"href":"https:\/\/danielcaparo.com\/redesign\/wp-json\/wp\/v2\/types\/project"}],"author":[{"embeddable":true,"href":"https:\/\/danielcaparo.com\/redesign\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/danielcaparo.com\/redesign\/wp-json\/wp\/v2\/comments?post=1546"}],"version-history":[{"count":13,"href":"https:\/\/danielcaparo.com\/redesign\/wp-json\/wp\/v2\/project\/1546\/revisions"}],"predecessor-version":[{"id":2003,"href":"https:\/\/danielcaparo.com\/redesign\/wp-json\/wp\/v2\/project\/1546\/revisions\/2003"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/danielcaparo.com\/redesign\/wp-json\/wp\/v2\/media\/1761"}],"wp:attachment":[{"href":"https:\/\/danielcaparo.com\/redesign\/wp-json\/wp\/v2\/media?parent=1546"}],"wp:term":[{"taxonomy":"project_category","embeddable":true,"href":"https:\/\/danielcaparo.com\/redesign\/wp-json\/wp\/v2\/project_category?post=1546"},{"taxonomy":"project_tag","embeddable":true,"href":"https:\/\/danielcaparo.com\/redesign\/wp-json\/wp\/v2\/project_tag?post=1546"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}