Gayle has been trying out some new looks and mastheads, based on the old Journal mastheads I sent her plus the list of qualities that we want The Journal to stand for. Publisher John Connolly, Gayle and I all particularly liked the 1904 masthead, so Gayle did some research on it. She discovered that it was a typeface that the Los Angeles Times had adapted and customized.
Based on our feeling that the new look should try to capitalize our long tradition of principled newsgathering in Edmonton, she tried out a number of typefaces that would evoke that 1904 masthead. Here are some of them.
There are some interesting aspects of all of these typefaces (I’ve left out a couple that didn’t work at all for John/Gayle/me). I was particularly struck by how a couple of them echoed the original Evening Journal masthead — take a look at the serifs of the E and the J in Kis FB.
Slavish replication of the early masthead isn’t the point, of course. The key elements are the “feel” — the visual impact — and some practical considerations, such as how well it will reproduce in other settings (that’s why Gayle tried the Electra masthead on a blue background — a Journal hat or jacket is likely to be dark coloured with white embroidery, for instance).
We’ll be trying to zero in on the final choice within the next two weeks, so all feedback is welcome.