Two Logos for the Road to Recovery

Aaron Draplin and Chris Glass's logoI love this take on the new TIGER logo (excerpted from a mostly positive assessment).

The type choice for TIGER is odd though: Kabel (slightly modified).

First because, well, who in the world uses Kabel? But second, it’s designed by Rudolf Koch, a German typeface designer; and while there is nothing inherently wrong about that, as designers it’s important to acknowledge the context of certain typefaces and consider whether their origins are relevant. Wouldn’t a typeface designed by the most prolific American type designers Morris Fuller Benton or Frederic W. Goudy have been more appropriate? To the public it doesn’t matter and in the bigger picture it hardly makes a difference, but when you are able to add a little more meaning to a logo, why not?

Mar 8 2009