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10 years, 1 logo

Categories: Tenth anniversary, Useful/interesting

We like to ensure our designs are long-lasting – a philosophy perfectly demonstrated by our very own logo, designed by Kris a little over a decade ago.

Although the Supercool brand identity has evolved over the past 10 years, from crazy-busy multi-font-waterfall graphics, to stylish, sophisticated duplexing and foil-blocking; our logo has remained a consistent element.

As the logo is such an important part of our company and brand, we really should acknowledge and thank designers Paul Renner, Edwin W. Shaar and Tommy Thompson.

Renner was the German typeface designer who designed the typeface, Futura; first released in 1927, it was originally cast in Light, Medium, Bold and Bold Oblique weights. In 1955, Shaar and Thompson were responsible for the Extra Bold Oblique cut used for our logo.

We're in … assorted company. Other brands with Futura logos include Absolut Vodka, Domino's Pizza, Red Bull and Louis Vuitton. It's also starred in a fair few film posters and title sequences, being employed for movies such as 2001: A Space Odyssey, Eyes Wide Shut, The Royal Tenenbaums and The Life Aquatic. (Kubrick and Anderson clearly fans of our beloved geometric sans serif.)

Another claim to fame – Futura is one of surely very few examples of type on the moon; it was selected as font of choice for the plaque left by astronauts of Apollo 11 in 1969. Impressive – but personally I'm not completely convinced by that kerning on the word 'WE' . Or indeed 'A. D.' …

Futura has served us well and we've no plans to change our logo in the near future.

In fact, Futura Extra Bold Oblique is currently being used to advertise some super-trendy headphones, so is showing no signs of ageing. Much like our good selves.

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This is the fourth in a series of blog posts commemorating Supercool's decade of design.

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