We started with the typeface, Didot. Didot is over three hundred years old and still used to this day, ironically, as a modern print font in fashion publications because it’s so readable at large sizes with high contrast and distinguishable legs on its characters.
Early versions of the logo leaned heavily into the materials that made up the clock, portraying wood and clock hands. Ultimately, we decided the clock is really about the words it displays, so we put our focus into the “A” (often a standalone symbol for the English alphabet). That “A” became the icon, and it was gradually made less abstract.
For the tagline to have a high contrast against the text that Author Clock used for their paragraphs, we paired Didot with Gotham, a modern sans-serif. Gotham is symmetrical and geometric, perfect for representing the product design and the more technical aspect of the clock itself. It’s from the early 2000's which appeals to a younger audience who have been previously exposed to it as a popular film industry font.
Finally, we needed to write some catchy snippets to pair with our gorgeous logo. The right taglines will communicate the “story” of your product in as few words as possible. And for a product whose main audience is avid readers, we really needed to tap into our inner wordsmiths.
We compiled a list of all the clever ways to combine books and clocks we could think of. There was a lot of “time,” and “novel,” and “minute,” and “story” involved. Eventually, we narrowed it down to two phrases that gave us the perfect taglines: “A novel way to tell time” and “Every minute has a story.”