Art Director Nate Makuch writes:
Designing the Emerald’s logo turned out to be a challenge. Unlike companies with unilateral goals, the Emerald covers a vast array of subjects, which requires an incredibly versatile logo. It must command respect in delicate political situations, it must look sleek in a sports context, and trendy in a fashion one. It must be identifiable when scaled to a size as small as a Twitter icon or as large as the side of a tent. A simple font (like our previous logo) simply wouldn’t do. We needed something bold — something that conveys that we understand the expansive and rapidly changing nature of digital communication.
Our new logo does all of these things. It’s simple, elegant, and easily recognizable, and it perfectly complements the revolutionary changes we’re making.