While we aren’t inclined to devote too much time to any one part of Diggings when there is a world of tasks still ahead of us, branding was a space that we paused to contemplate. We are at a rather conflicting point where we revel in the rich history of mining while, conversly, pushing forward into the digital environment. Thus, we wanted a clean design that still paid homage to the asthetics of old goldrush rush posters. We didn’t want to fall into the sepia tone cliche but we weren’t going to pretend that this an entirely modern pursuit. Looking back on old posters, there are certain design points that we felt could translate well into a modern design:
Bold Serifed Fonts
Older is Better
Saying how long you have been around seems to be all important…we treat this trend with tongue planted, firmly, in cheek.
These insights deeply informed our choice of font and rendering.
We live in the 21st century. We have colorful printers, screens, and vision. So we weren’t going to sacrifice color to pretend that our logo is anything other than a vector image generated on a computer.