"The previous logo worked nicely in that it was four letters neatly arranged in a tight grid of rounded-corner squares but in order to make all the letters fill out the squares the typography has been stretched, making the “S” and “C” particularly aggravating. I will blame it on the nascent technology of phototypesetting that allows far more play with the fonts than ever before. But the agency should know better than letting technology drive their aesthetics. Five years makes a big difference and the SCDP logo — name change notwithstanding — was starting to feel out of date in this drastically changing decade."

AuthorMatthew Certain