I’m Kate Macintosh of Mblem Graphic Design, and I’ve taken over your WFNS blog in order to introduce you to the new face of the Writers’ Fed.
After several iterations and lots of feedback from board members and staff, the WFNS and I have come up with this clean and contemporary negative space logo in three versions:
What’s a negative space logo?
As you can see above, the actual letters are missing from the new WFNS logo. But you can still see them, right? The use of negative space allows the background to create a second image—making something out of the blank page, just like writers do every day. The coloured positive spaces also provide a secondary pleasure of abstract, floating shapes.
This multilayered logo marries the activity of writing with the visual nature of type to create a unique and ingenious mark that celebrates creativity, interpretation, and the search for meaning. It’s a logo with “subtext.” It’s the visual equivalent of critical thinking.
We’re singing the blues…
The blue palette of this new logo is a deliberate nod to the province your Writers’ Federation serves. Nova Scotia is embraced by the ocean, so we’ve started with the province’s official blue and added darker teals and lighter blues to reflect the changing tones of the sea. To us, these variations represent the diversity of Nova Scotia’s many communities and the rich variety of its ecosystems.
We’ve got the bug now! Moving onward and upward from this new logo, we will be updating WFNS signage, redesigning Subtext, and launching a brand new WFNS website this spring.
—Kate Macintosh, mblem.ca