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What can be done to this to make it a
typographic logo truly worthy of a
national type society?
The red-orange color is meant to evoke the "red center" of Australia with ---->the rock Uluru<---- being our national icon.
It's probably very fortunate that the profile of the rock happens to resemble the profile of the Sydney Opera House as well as the Sydney Harbour Bridge. I also designed a typeface known as The Angel of the Odd (ultrabold version below Jellybrush in this sample) a number of years ago. It has an extreme shape in it which happens to look a lot like the Opera House. Should we consider using the Angel for ATC? Or would that amount to grandstanding and proprietizing the ATC with my own personal typo motif too strongly?
About this current logo attempt: Should the letter outlines be tighter? Give them a high-tension effect?
Oh the ink traps on the t! Well, you see, Evert Bloemsma invented that. I love it because look, look at that, look at the tiny 150 x 150 pixel and 100 x 100 pixel small versions. Those traps are only about 12 units wide on 1000 unit per em characters. But they keep working even at tiny reproduction sizes. I love that effect because it proves how powerful the design principles Evert was working on really are. A triumph for Dutch type design.
What else would you do to it?
That's all I could come up with in three hours.
[Edit: I just removed "ghosts that sell memories" from the thread title. Had to get your attention somehow ;^)]
j a m e s