Opinion by Richard Baird.
New Chapter is a UK-based word therapy start-up that offers a unique approach to counselling. This involves participants being invited to express themselves through the written word. The synergy between personal development, a forward momentum and the written word as a mode to achieving this forms the basis of New Chapter’s clever logo design created by Paul Belford Ltd. This appears on signage and bookmarks, and is complemented by a similarly weighted grotesque wordmark.
The logo for New Chapter is a simple gesture. One that neatly works together the implication of forward momentum and progress in the form of an arrow, and the pages of a book. There is a convivality and distinction to the duality of expression. Something of a smart observational quality as it calls to mind and could have been easily pulled from a book of printer’s ornaments. And a modernity in the simplicity of its execution and its pairing with a similarly weighted grotesque, something along the lines of Europa Grotesque. In an environment that is increasingly visually busy, a simple service with a clear proposition is given an equally simple symbol and plenty of space to allow it to be clearly seen and recognised. More from Paul Belford Ltd. on BP&O.