What my eyes saw was simultaneous. What I shall write is successive. -Jorge Luis Borges, “The Aleph”
When a prized Volume collaborator comes to us and says they want a brand identity that is inspired by a short story we love, we better well deliver a solution as literate and layered as the source material. Could we develop a distinct solution that is both “simultaneous” and “successive,” as Borges writes? Yes we can. The logo is an abstraction of the word “ALEPH” that reads successively and simultaneously in both directions, never closing the visual loop as your eye follows it.