Deconstructing the new JJB Sports Logo

OK, I admit this is probably an easy target, we're not talking about a very prestigious brand here, but you can't help what annoys you can you? 

As soon as I saw the logo on TV it stuck in my throat like a half eaten cough sweet, and I've felt the jagged edges sliding down my esophagus ever since, I'm hoping this article will be the drink of water that washes it down into the pit of my guts forever.

JJB are probably the only business to have benefitted from the riots this summer, so perhaps their clientele don't care much for the way a logo looks, as much they as they care for how it makes cheap pair of tracksuit bottoms cost, but guess what? I do.

So, what was it? Was it the 2.0 ness of it? The cheap multi layered plaque effect? No, it was the angles created by the type that made this such a awkward piece of work.

The above diagram shows what leapt out to me when I saw it, the first two J's create 'Angle B' which contrasts against 'Angle B', but this could have been OK, if they didn't use the same typeface, but smaller for the word 'Sports'. By Shrinking this typeface down, the angles no longer match with the typeface above, and they create 'Angle C' which when put all together make a real mess that's genuinely uncomfortable on the eye. This is demonstrated where angles A and C intersect.

The solution to this would have been to use a different typeface for 'Sports' to negate the angle problem and smooth the whole thing out. But then again, what do I know, I don't even own any tracksuit bottoms, do you?

Get in touch ben@citizenstudios.co.uk

Visit www.citizenstudios.co.uk

Or call 07764 898 010

Nice little mention.

It's was nice to get a mention on Mudkiss for The 66 artwork I produced earlier in the year, here's what The 66 said about Citizen:

A very talented guy called Benjamin Brown created the artwork.  He’s worked with a number of high profile names and acts for their artwork over the years, so we were delighted to secure his services – it felt like a missing link.  When I gave him the brief for the logo via the label, he told Mark ‘that is the most insane fucking brief I’ve ever had in my life, I like it’ it’s rife with meanings and symbology that I can’t, and possibly never will go into! But it means something to each of us – a hint? The Fly is actually a rare ‘Black Bee’. With the EP cover, Ben simply took all his talent and came up with something that was exactly right and was visioned – and then some! All the credit goes to Mr Brown for that one.

You can read the full article about here at http://www.mudkiss.com/the66interview.htm


Find out more about my band artwork and the kind of services I offer by visiting www.citizenstudios.co.uk

I'm a free Citizen again...

Monday November 29th Citizen version 2 (it's not called that, that would be horrible) will be born again. I'm building on Citizen as it was, and expanding the whole thing out to 3 core areas of activity: 

Citizen Corporate will deal with the day-to-day business of a normal Marketing agency, I'll be looking for branding, advertising and corporate literature projects, all the kinds of things that have been paying the bills for the last 10 years.

Citizen Arts is really Citizen as it was, a softer more artistic side to the business, that'll deal with record companies, bands and clubs, and anyone that needs a creative piece of work doing and doesn't want to get bogged down in briefs and PO numbers. 

Citizen Freelance is a freelance design service that's going to give people the experience of my 10 years in the business, working for them in their company - the way freelancers do, but booked direct through me you can avoid the agency fees.

The new Citizen site is up and running, and from here you can find out more about all my services.

It's been a furious few weeks of evening activity so far and I want to thank Karen, Dad, Maria, Ellie, Skelly, Rik, Parker, Jon, Stacey, Tracy, Jack, Brian and Chris for all your help setting up so far, I really appreciate it, it's inspiring to know I have great people around me from the beginning.