An author friend of mine, A.C. Hachem, recently asked if I'd be willing to help concept a logo for his science fiction book he has spent the last five years writing. In all honesty I figured this would be some quick project to "help a brother out" kind of project.

Turns out I rather liked where I ended up. So I thought I'd share how I got there.

First I was sent this concept image and a text describing A.C. was hoping to accomplish with it:

original concept

It was nice to have this because it showed that he had a clear vision of the direction he wanted his logo to go. As authors, we pour ourselves into stories hoping for them to be received well, and we know the logo and cover has a lot to do with that. (People do, in the end, judge books by their covers)

I didn't want to replicate his sketch; I wanted to see what more I could offer. So knowing the literary company A.C. likes to keep, I did a little research.

I took two major points away from doing this:

  1. The titles aren't stylized with filters, gradients, and other Photoshop effects
  2. Most of the classics have very readable (oftentimes boring) type treatments behind their titles

With that, I set off to finding the base font for the title treatment. The goal was to find something modern and readable. Eventually I landed on Telegrafico. I think its symmetry, simplicity, and strength match A.C.'s story well. The sharp angles of the font also fit the scifi genre well. Here's what the title looks like with no customization:

Screen Shot 2016-08-15 at 2.27.48 PM

With the base font identified I wanted to find ways to customize it.

"But Will, why would you stray from the base font if the 'best scifi books ever' hardly ever did that?"

Great question, with a simple answer: I wanted this title treatment to have some personality while still feeling minimal. So here's what I changed:


  • The letter at the beginning of each word is left unchanged intentionally. When we read we usually see the beginning and end of the words, so I wanted this to be as readable as possible (especially since the third word is likely to seem foreign).
  • The As are customized by removing half of the bridge in the middle, adding another angle to make that connection to the scifi genre. The E, F, and G also have angles added without complicating the treatment.
  • The W was inspired by A.C.s original sketch. This style of W is very traditional, being found in classic fonts like Times New Roman, and so I wanted to riff on that. Having read some of Dawn of Legaia I felt having this subtle nod to history fit well.

And there you have it! A new logo is born for what will be a fantastic book. If you like scifi be sure to check A.C. out online (he's also the leading scifi influencer of Twitter #nbd)