Fast Company

One of my Christmas gifts this year was a subscription to the magazine Fast Company. I had never read the magazine before, but when it showed up in my mailbox the title really caught my eye. I was excited about this magazine, even though I knew virtually nothing about it.

First, the dissection: it is in all caps, which commands attention and implies power. The variance in point size and kerning for the "A" and the "O" help create the illusion of speed and provide a focus of interest. The slab serifs are modern and clean.

This wordmark communicates what the magazine is trying to accomplish: it is professional, yet fresh and innovative. Fast Company states their mission as:

Fast Company sets the agenda, charting the evolution of business through a unique focus on the most creative individuals sparking change in the marketplace. By uncovering best and "next" practices, the magazine and website help a new breed of leader work smarter and more effectively.

Fast Company empowers innovators to challenge convention and create the future of business.

I think they did a fabulous job creating their wordmark. It seems to communicate more than even their name does. It is exciting and promising.