The current logo:
So, the first thing that strikes me about the old logo are the ‘radio waves’ coming from the ‘i’. Not a bad idea, but analog frequencies are so 20th century! The issue I have with the entire challenge is that I don’t think ‘ITP: Interactive Telecommunications Program’ is a very good name for the program. So, I struggled to come up with new logo ideas accepting that name (as per the creative brief, which made it clear to use ITP and mentioned the use of New York University).
I thought I would at least begin with where I thought the name should maybe go, to get some inspiration and simplify it.
As ‘ITP’ is a fairly recognizable acronym for industry professionals and alumni, it does have staying power as the three letters. But, it doesn’t necessarily need to mean what it once did for new people. So, I thought of adding words following the initials. ITP: School of Interactive Technology. So, I played with that for my first designs.
I thought about using a wifi signal, or something to do with physical computing, but all aspects of interactive technology that ITP deals with utilizes code – some language to some degree. So I used curly brackets and backslashes (thanks to Nick for the backslashes idea in his business card). I began with Courier as a very typical coding font, as well as Gill Sans as a complimentary sans serif font that I like.
I tried using color (the NYU purple) and full RGB colors as well. I also tried lowercase to be less powerful, but i found it was less likely to look at ‘ITP’ as initials then. I felt like I saw the sans serif ITP in a bunch of other places (very popular font type with acronyms), so I wanted to experiment with a serif ITP, and compliment that with sans serif coding language. I switched the coding font to Andale Mono, and after trying every serif on my computer, I narrowed down my favorite to ‘PT Serif’. It strikes me as the right balance between fun and strong, and it also just seemed original.
So, I had the font choices, I knew I was going to use the purple, but I thought I’d try black background, and try to flush out the other words. I also thought I’d utilize some coding terminology somehow in the actual ‘ITP’, expecting that my other added words weren’t going to be a finished product.
I’m a bigger fan of the white on black look, and I think the purple as the smaller text is sharp but doesn’t take over as much. I do prefer the top design, but that’s because of my own creative idea about the name of the program. I’m also sure, that from a design perspective, that curly bracket after the ‘P’ looks horrible. I just like it because it’s how code should look. Getting rid of the ‘School of Interactive Technology’, I ended with the second logo. I used an asterisk, used occasionally in coding, to replace the dot in a lowercase ‘i’, which maybe looks a little too fun, but I think it looks okay. I also just used the curly brackets around ‘New York University.’ I’m sure that ‘New York University’ should be in one of their standard fonts, but I didn’t have Gotham or the alternative, Mercury Text. So, for now at least, it’s in a coding language font.
This was not an easy assignment for me. I hope my train of thought made sense…I feel like I am better at reasoning why design choices are made, but I really don’t feel very good about doing the actual design.