A literary identity for a very literate web developer.

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.

Each thing…was infinite things, since I distinctly saw it from every angle of the universe.

The Borges source material is further evoked in a website that is a mini-Aleph itself. Visitors can “view” the material at a multitude of different angles by using the slider pinned to the bottom of the browser window. As the slider shifts the text of the site changes to reflect the preferences of that particular reader from the headlines down to detailed project descriptions.