Antioch's college group is now under new leadership and a with that comes a new identity. When Matt Smith and I sat down to start talking about the branding for PARADOX a few things became clear. First, we wanted a visual division between para (beyond) and dox (belief) to emphasize that separation. Second, we wanted something leaning toward the clean but edgy side of things. Third, we when discussing potential icons Matt read me the manifesto of PARADOX and the concept of an "upsidedown kingdom" stood out to both of us. So here she is; the new PARADOX logo (with more fun to come later in print collateral).
I went for a blackletter/ambigram style on the letter to play towards the confusion and puzzle of a paradox. This also enabled me to divide para and dox but also intertwine the two words. The break on the "P" gives the allusion to a question mark, while its dot and the crown off the "a" are incorportated as caligrapher's flourishes. Placing the large crown behind the text gives depth to the logo while also showing how the crown icon can be used on it's own.
I went for a blackletter/ambigram style on the letter to play towards the confusion and puzzle of a paradox. This also enabled me to divide para and dox but also intertwine the two words. The break on the "P" gives the allusion to a question mark, while its dot and the crown off the "a" are incorportated as caligrapher's flourishes. Placing the large crown behind the text gives depth to the logo while also showing how the crown icon can be used on it's own.
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