Logo for Afisha’s brand new website about city, movies, entertainment, lifestyle.

At the end of 2015 Afisha launched Afisha Daily — a brand new website about city, movies, entertainment, lifestyle. We were asked to create a new logo — a combination of the well-known Afisha logo (‘афиша’) and “daily”. “Daily” had to bring a different touch to the brand, work well with the existing logo and of course be catchy, hip and trendy. Web was initially described as the main application, which got us off to a very good start.

At first we had do see what style would look better with the existing logo. We made a few quick sketches to see how the different constructions would fit. We tried all the possible constructions, proportions and weights directly on the grid to test them out. That's how we found an appropriate weight, proportions. Having a contrast between “Afisha” and “Daily” was key. Starting “Daily” with an uppercase helped a lot to separate the two parts of the logo. The weight of the letters is more or less the same, but within the chosen weight we tried out different constructions: all caps and uppercase plus lowercase, connected and disconnected script, more calm and more decorative style with swashes, putting it stable on the baseline and adding an angle to it.

Few quick sketches to see how the different constructions would fit
Few quick sketches to see how the different constructions would fit
Few quick sketches to see how the different constructions would fit
Few quick sketches to see how the different constructions would fit
Few quick sketches to see how the different constructions would fit
Few quick sketches to see how the different constructions would fit
Few quick sketches to see how the different constructions would fit

Chosen direction

The first general decision was made, the client liked the diagonal script idea. We adjusted the drawing a bit and went straight to Robofont to try and see how it would work digitally. It was challenging to fit the script lettering on the grid. This resulted in a pretty abstract and rectangular digital drawing. Only after the structure was settled we worked on softening the counters. While there was no point having such small detail for the website, a softer version could possibly be used in larger applications: billboards and big advertising. Even though the client liked the lively diagonal script, we developed two slightly different variations of the idea. Apart from the website application the new logo had to perform well in social media, that is why we had to try a more compact vertical positioning as an alternative.

Shape control

The changes in the structure also affected the “D” which had to become slightly bigger. In order to have a better control of the shape and its construction the curves were deleted and the shape of the “D” became rectangular.

At this stage we proposed two modifications of the drawing — rectangular and curved. The difference did not affect the way the logo looked in the web, so choosing one of them was more of an aesthetic-based decision. The angularity of the logo was very much appreciated by the art director and we decided to keep it as a stylistic feature. He suggested not to hide the angularity but even make it more distinctive. This had to deal with the shape of the 'D' mostly, which curvature still did not look convincing, so we had to simplify it even more. A few more rounds of polishing and simplification and we finally solved the puzzle and got everything to work together perfectly.

 
 
 

Afisha Nightly

Based on the principles of the Daily letters we did another lettering for the special project — Afisha Nightly

 
 
 

Details

Designer: Maria Doreuli

Editor-in-Chief: Ekaterina Dementieva
Art Director: Ira Ivanova, Maxim Nikanorov
Project Manager: Ekaterina Molchanova

Year: 2015

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