Unveiling the new Authentic Logo

by Authentic Archive on Dec 09, 2014

New logo day! ◦°˚(*❛‿❛)/˚°◦ Today marks the beginning of a few significant changes we’ll be unveiling in the coming weeks. More on that later. First, the logo.

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We love Alejandro Paul’s Calgary Script, a brush script font based on signage in Calgary. We modified a couple of his original letterforms (though only slightly) to craft the previous logo, and it has served us well for the past five years.

However, using a font widely available to the public has created an unusual paradox for our logo mark: it isn’t authentically ours.

So, earlier this year we hired Sergey Shapiro to design a logo for us; one that we could authentically claim as ours, and only ours. After a round of exploration, this emerged as our favorite:

Sergey then refined his sketch, and a vector version was delivered as the final product:

Simultaneously, we contracted with our legal team in Utah, BTJD, to begin the process of trademarking ‘Authentic’. We already own the trademark to ‘Authentic Jobs’, but we’ve long believed we have the capacity to be much more than just a job board. Our logo, therefore, should be extensible enough to enable growth.

After many Basecamp discussions, arm wrestling in Slack, and numerous mockups, we arrived at this solution:

It’s a mark that’s not only extensible, but one we can now unquestionably claim as ours.

Have a look at the logo in use, and stay tuned for additional changes.