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As Plot and Theme will be devoting more time to forms of storytelling other than movies, the need for a fresh logo arose, one that could aptly represent this expanded scope. Simplicity was the guiding principle in designing the logo. A clean, uncluttered design is not only visually appealing but also communicates the core values of the entire Plot and Theme project.

Now, let’s unveil the logo and delve into its design elements.

Without further ado, here’s the new logo (the observant among you may have noticed it at the top of every page of the blog as well):

This went through multiple iterations, all of which tried to make use of the same metaphorical ideas and design elements, but none were as clean and as clear as this one. To explain the logo more, here’s a GIF isolating the key ideas.

We can start with the overall metaphor of the iceberg. Above the water’s surface is the Plot, which is the visible aspect of the narrative and story. It’s what captivates our attention and propels us forward. The Plot consists of the events, actions, and twists that keep us engaged, much like the visible tip of an iceberg. In this graphic, I’ve used the simplified diagram of the Plot: building tension and conflict through the first two acts until a crucial climax in the final third just before the resolution.

Beneath the surface, hidden from plain view, lies the Theme. Like the massive submerged portion of an iceberg, the theme provides the narrative with its profound depth and meaning. It’s the underlying message, the philosophical underpinning, and the moral or emotional core of the story. While the Plot may be thrilling and captivating, it’s the Theme that gives the story its lasting impact and resonance, and I wanted to capture this relationship with the graphic. This connection is the main reason why the facets of the ice are all connected.

I also love making use of the idea that the majority of the iceberg is below the surface. An iceberg’s true size and power are concealed beneath the waterline, much like a story’s Theme often operates quietly in the background, shaping our interpretation and understanding of the Plot. Together, these two storytelling elements form a dynamic interplay, with the Plot drawing us in and the Theme enriching the experience.

The tip of the iceberg and the facets of the ice can also resemble an open book, with the spine at the climax point and the pages cascading down. This introduces a purely literary element into the logo, something new for Plot and Theme, and crucial now that I am writing my own books and will be discussing novels in more detail.

For the middle part, I’ve always liked the aspect ratio design that I used for the original Plot and Theme logo. I incorporated the same here, but in a less obvious way.

The text was simple. I selected a font that felt literary but would also feel right at home on a marquee or a magazine headline. While researching this font, I learned that it was used for the second edition of the Oxford English Dictionary, and with that I was set. It was slightly harder to position the text in a satisfying way, but I believe I found a happy place for each word.

I decided that this logo would have color, and I new I wanted them to help reinforce the iceberg imagery, so I was set on blues and greens. Then, in an effort to incorporate the Romantic Realism school of art championed by Ayn Rand, I chose to take colors from the original cover art for two of her novels: The main color from Atlas Shrugged and the light blue form her debut novel We The Living.

The main color is the color reflecting off of Rearden Metal on the distant tracks of the John Galt Line:

And one more color for the water line, obviously taken from the light blue star:

Both of these books had a huge influence on my enjoyment of reading, of art, of philosophy, and of life in general. I owe a lot of my thinking about artistic expression and the analysis of aesthetics from the writings of Ayn Rand, so I was happy to be able to include this subtle homage in my new logo.