Upstatement asked me if I’d be interested in designing a new logotype for Grist. Grist is really cool because since 1999 they have… well, in their words:

Grist is a nonprofit, independent media organization dedicated to telling stories of climate solutions and a just future. Our goal is to use the power of storytelling to illuminate the way toward a better world, inspire millions of people to walk that path with us, and show that the time for action is now.

Yeah, I was totally interested. Upstatement had done an intensive amount of incredible research and thinking and gave me a wonderfully thorough brief. (Read their case study!) My role in the project was to create a logotype that:

At this point in the process, Grist and Upstatement were determining what the tone of the branding should be, so I started my part of the process by showing them a whole bunch of drawings of the letter G. I figured that the G would be the most prominent part of the logotype and, in all likelihood, it would be the social media profile image for Grist. Also, the letter G is fun to draw. I gave them a very wide range of voices from stodgy serifs to chummy sans serifs and asked them to think with their gut about which one(s) felt right.

G Sketches

They narrowed it down to five, but there was a strange one that was the clear frontrunner. It was one that was a quick doodle I made in response to a “possibly use collage as part of the storytelling” note in the brief. My thought was, “Hey, what if I collage together part of a sans and part of a serif and make it clear that they are very different from each other?” The rest of the process was mostly figuring out what the s should look like and trying to make the logotype look as good as their signature “celery” green that I love so much.

Commissioned Work