The New Art Directors Club Logo is Total Dogshit
No, it isn’t. It’s not that bad, really. Smack dab in the middle of the road, sure. Boring, even? Yes. But this isn’t about the boring, middle-of-the-road choices that were made, or whether it’s better than Paula Scher’s previous logo. This is about how they screwed up the execution.
The r-t letterspacing is, however, total dogshit.
I don’t know why, but everyone seems afraid to properly letterspace the r-t connection. It’s as though there’s a force field keeping them from ever touching. It’s tricky, I’ll admit, but there are at least two strategies for letterspacing a word with a lower case r-t. This dogshit is now a teachable moment. And we’ll all pause to vomit at the term “teachable moment.”
One option is to keep the force field in place. It’s a bad option, but if you are the sort of a person who, like a chaperone at the junior prom, just is not gonna ever have no letters touching, then go with it. All it means is that the overall tracking will be a little wider.
You should treat letterspacing as negative space, not linear spacing between the letterforms themselves. So, if we’re keeping the r-t space (the black line above), we realize how that affects the space between the outer edges of the r and t (the green rectangles above). It’s a difficult area to translate to the other negative spaces in your word, and there’s lots of room for individual interpretation. But it will help pull your mark together into a cohesive design. Unlike the original, which looks like a gap-toothed hillbilly.
Above, a comparison, with the r-t space used as a guide for the rest of the tracking in the mark. The yellow is mine, the pink, original.
Option 2 – a.k.a. the better option:
This one connects the r and t, and allows for a tighter tracking across the mark.
It requires a little drawing and a little finesse, but it works much better. Nontrivially better. Because I do think the tighter tracking in the original is the better way to go. So, don’t be afraid to have the r and the t touch. Even though, if you compared the r in Art with the one in Director, they’d look different, they are similar enough that the difference disappears. The thing about tricks like this is that, generally, people don’t notice the little cheats. They notice that everything works together better, perhaps in ways they can’t articulate, but better.
But not to be a total curmudgeon, there is some nice craftsmanship. I’m not sure if they used a different digitization of Franklin than mine, or if it was custom made, but it’s a nice version. I especially like the rounded joins (rather than the angled join shown in the blue circle below) and overall character. Frequently, in a logotype, I’ll sand those edges off, too, because it’s just nicer and adds a little craft to what could otherwise look like just another typed-in word. So, they get some points for the subtleties.
BTW, I redrew everything in like, nine seconds (because I’m not getting paid to do it), so, yes, it’s not perfect. (Man oh man, the trolls have made me preëmptively defensive. Thanks, trolls). Anyway.