Since I am a word nerd, the first aspect of graphic design that usually strikes me first is how it enhances the meaning of the word and the language (told ya I'm a word nerd). I feel like the wordmark for Cosmo is completely in tandem with the meaning of the word "cosmopolitan" and the contents of the magazine. The tight kerning gives the sense that the content is personal and intimate. The sans serif font gives off a young, modern, half-professional/half-fun vibe. The lack of ascenders and descenders indicates that Cosmo is straightforward and no-holds-barred. When I think of cosmopolitan as a word separate from its magazine ties, I think of sleek, young, poised, and fun, which describes the type of women Cosmo claims to target and is evident in the wordmark.
Good analysis. I especially liked your phrasing on "claims" to target, because I'm pretty sure the articles I've heard are in Cosmo are not the ones that young, poised women would really read. How many of those quizzes can you take before you become a ridiculous reality tv show personality waiting to happen? (Apologies for any Cosmo subscribers in the class).
ReplyDeleteI love the word cosmopolitan, and I'm a word nerd too. I think they might have a different version of the dictionary than most at Cosmo.
The one thing that does bother me a little is how this logo is kerned to the hilt... no space.. Too tense for me!
Keep up the good work and I promise not to rant about Cosmo again.
Cheers,
paul