Known as ‘the spark’ in the brand guidelines this a bold graphic device. It reminds of a volcano and such an obviously dynamic thing wouldn’t look out of place in a vorticist publication.

I found it vaguely reminiscent of the Illuminati Pyramid (which btw, is an entertaining 10 mins of crazy).

Whatever it suggests to me it’s certainly energetic, though quite a tricky shape to get text to work with. I don’t think the choice of a very heavy Futura provides any much needed variety to the logo. The overall feel is very dense and it would have been nice to see the typeface compliment the strength of the spark.

Tagged : English , Sans-serif , Monocolour , North East , Abstract

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