The Argument identity
The Argument is a media company founded by Jerusalem Demsas that makes the positive, combative case for liberalism through sharp opinion pieces, original reporting, and multimedia content. With this in mind, we created a bold monogram “A” that can be interpreted as both a punch of conflict and a spark, symbolizing how vigorous discourse can generate clarity and hope.
The monogram can be expressed in a range of electric color combinations that evoke both the tension of debate and a feeling of hopefulness. It locks up with a confident logotype set in a contemporary flareserif that’s rooted in classic American typography.
The mark was designed to be applied at a wide range of sizes — from a small social avatar to a full screen takeover — and is inherently kinetic, with endless potential for animation reflecting the dynamic nature of The Argument’s work.
Custom lettering: Polytype
Logo animated by Charles Desmarias
