Zukahnaut has a new logo to kick off the New Year and the new chapter.
Well, our original logo was just the title typed out in a font we liked. Not very special. The second pass took the original and tweaked it a little bit–but not far enough. It wasn’t so distinctive that it could be recognize from a distance and it still looked more like a bunch of letters slapped down in a row than a cohesive whole.
This time around we spent a long time looking at comic book logos and noticed that unlike typical logos found on other products, most of the classics didn’t really seem to try and tie into the theme of the product at all.
With the logo of something like a toilet paper brand, you’d expect to find the suggestion of softness or maybe even a literal illustration of a roll of paper in it somewhere, maybe replacing a letter. It’s trying to get across the appeal of this product in particular. With entertainment mediums, the appeal is in the content rather than the vehicle it comes in. Films have little hesitation when it comes to incorporating themes and imagery from the story into their logos—I’ve lost count of the amount of times I’ve seen a vampire movie title pictured with bloody fang-points extending down from the letters, for example.
But comics? The ones that stood out to us shot only for an aesthetic that would stand out on the magazine rack. You don’t look at most comic book logos and get any real hints of the story inside. Jim Steranko’s fantastic X-Men logo doesn’t contain a sense of “mutation” or “prejudice” or anything other than “damn, that looks neat!” The original Fantastic Four and Thor and Hulk, the Superman and Action Comics logos that have existed pretty much unchanged for over half a century…none of them have anything to do with the comics at all aside from the words they spell out! But they look fantastic and they’re easy to spot in a crowd.
When you’re competing with dozens of other titles on the magazine racks every month, you need to be seen and you want to be instantly recognizable above all other things. Let the rest of the cover tell them what they can expect from the book – the logo is there to draw them in and help them easily find their way to you amidst the sea of brightly-coloured rectangles all lined up in rows and overlapping one another! Thus, “descriptive” takes a backseat to “eye-catching and unique.”
So we decided to play by those rules for Zukahnaut. We dropped any notion of trying to plop Zukah’s face or a potato grenade into the works and just did our best to make something that caught the eye.
We hope you like it!